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nike_buildit.jpgWhere’s the “get a pair of jeans that actually fit you and come up higher than the crack in your ass” sign?
Nike has built a remarkable “build your own shoe” promotion in Times Square that allows passersby with cell phones to call a toll-free number and use their dial pad to customize the sneaker they prefer and build it in real time on the sign.
What a spectacular integration of advertising, PR, branding and technology! More than 1.5 million people a day see the sign.
Between noon and 1 pm, and then 3 and 5t pm, customers can pick the color for the laces, swoosh, swoosh, uppers and mid-sole, then customize it with initials or personal tags. They then get an SMS message with a picture of the shoe and the URL where they can purchase it.