Nike, as part of it's Nike iD program, has just unveiled a new 22-story billboard in Times Square.  It is a pioneering effort in interactivity and design.  You use your cell phone to design a sneaker that will be displayed for all the world to see and then you can download your footwear masterpiece to your mobile device as wallpaper.  Fantastic!!!

Now, here's the interesting part.  The number you call to start your interactive session is not an SMS short code, it's a phone number. 1-888-8-NIKE-ID or simply, 1-888-864-5343.  Firstly, no short code means no charge to the consumer.  More importantly, it means that absolutely any phone from any carrier will work - without carrier approval.  This may sound trivial, but it is not.  One of the biggest problems in the world of cell phone interactivity is cross-carrier approval.  Short codes are expensive (on the order of $1,000 per month) and they can't be used unless you clear their use with each carrier on an individual basis.

Using the system to beat the system - good work Nike people!!!  We can't wait to learn how people have interacted with your sign.

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