Recently, AT&T launched its Pre-Game Experience campaign.
The combination: event, Web 2.0, and Social Media Marketing campaign targets young, college football and tailgating enthusiasts. There's also a very Web 2.0 photo contest to win tailgating necessities like flat-screen TVs and BBQ grills.
The micro-site is gorgeous, XML is valid and built on a heavily customized CMS.
The only thing that seems to be missing is a strong social media component. There is no Facebook, Twitter, or any other social media marketing medium that we can find anywhere on the site itself. Perhaps this component is being added later... Until then, take a look: http://gamedaytradition.att.com/. It's a really cool little site!