Nike came with their A game when they put Kobe Bryant and YouTube together.  It has been over a year since this video surfaced and it's still paying dividends for Nike.   

One true measure of a successfully viral video marketing campaign is not necessarily when the video hits its first 1 million views, but rather when other viewers take the time to recreate or imitate what was done. I've embedded the Kobe original and two of my favorite "after market" versions if you will.  Awesome stuff.  I laugh every single time.  :)

Nike/Kobe Original

From YouTube User, phil22 - Trent and Philly do their own version of Kobe jumping over the Aston Martin.

From YouTube User, ikeman824 - Kenny tries to imitate Kobe by jumping over a car with his new Nike shoes