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NEW YORK Throughout Hong Kong the Nike swoosh and a T90 image appear together in mysterious black-and-white signs with just enough information to urge soccer fans to find hidden codes they can text in, each leading to the next secret destination.
The Hyperfactory created the mobile marketing campaign (McCann Erickson was responsible for outdoor creative) to promote Nike’s new T90 soccer boot. It launched 10 days ago to coincide with the Euro 2008 soccer tournament.
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