Nike Hits NYC Streets for Mobile Campaign

NEW YORK Nike plans to launch a four-day wireless campaign here that will send participants around the city to find 16 postings for a chance to pre-buy a pair of the marketer’s Air Force-X MID shoes.

Starting Thursday, the Beaverton, Ore.-based athletic goods company will send people who register at the Operation 6453 site (www.nike.com/operation6453) SMS alerts on their mobile phones, telling them where to find the latest postings. Once players locate them, they can submit the code on the posters via their cell phone.

Participants will accumulate points based on how many posters they locate and how quickly. At the end of the contest, they will receive a text message that will indicate if they have qualified to buy the shoes before they hit the general market.

Independent Wieden + Kennedy in Portland, Ore., is Nike’s traditional agency; Interpublic Group’s R/GA in New York handles interactive duties.