Redbull USA are launching a interesting new competition called Fútbol de Calle to leverage the already popular keepy-uppy videos on YouTube.com:

The description of the competition is as follows:
"In order to make the cut for this elite squad, candidates will first be required to go head-to-head against their fellow freestylers at the Red Bull Fútbol de Calle preliminary tryouts...                    
...judges will crown the “Maestro” of Red Bull Fútbol de Calle, and those demonstrating superior foot skills will be considered for the Red Bulls Freestyle Soccer Team."

I think it would have been really interesting to use a combination of online and offline events to increase the participation numbers. Online, they could have used a section of their site or this blog to submit user-generated videos (possibly via user’s cell phones). Just a thought, but still a fun idea.