Nike Bows SMS-based NYC Scavenger Hunt

  |  May 10, 2004   |  Comments

Nike fans, guided by text messaging, will race through New York's streets in pursuit of a limited edition shoe.

Nike is launching a high-octane promotion in Manhattan that uses SMS to facilitate a street level, scavenger hunt-style race with a limited edition shoe as the prize. The contest, and an accompanying Web site, showcase Nike's new military-inspired urban hiking shoe, the Air Force-X MID.

"Operation 6453" challenges participants to find 16 Nike posters over a four-day period. Top finishers -- those who find the most posters the fastest -- will win the chance to buy a pre-release edition of the shoe, designed by New York street artist Stash. The individual who scores the most points will receive an unspecified "grand prize."

Those wishing to enter send a text message to short code #6453 or sign up via the game's Web site, where they can consult an online map showing the neighborhoods in which targets will appear. When a poster goes up, Nike transmits an SMS message alerting all players to its location. When someone discovers a poster, they text its unique code to short code 6453. A return message is then sent with a score tally; the fastest players earn the most points.

Runner-up hunters will be eligible to buy the upcoming shoe at a pre-launch event. Registration began last week and the four-day game begins May 13.

The "game on the streets" concept is enjoying a mini-boom. April saw the emergence of "Pac Manhattan," an urban game that makes use of New York's grid map to simulate the maze-based arcade classic. The game is facilitated by Wi-fi, GPS and cell phone technology.

Verizon Wireless is also using the street-level race concept to promote its products, by sponsoring Urban Challenge. The game engages contestants in a multiple-checkpoint race in a manner similar to Operation 6453. The sponsor provides camera and SMS-enabled phones for the event, and checkpoint clues are sent via text messaging.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...