On Friday, Nike’s Operation 6453 begins. It’s a scavenger hunt set in New York City that combines SMS short codes with an on-foot search for 16 poster locations throughout the city. Entrants must send a blank SMS to short code 6543 (NIKE) to receive registration instructions. At the registration site, a map will indicate the general location of the posters then an SMS short message sent by Nike to entrants will alert players to the cross streets of the latest posting. Once players spot the posters, they send a short SMS message back to Nike which registers the time they saw the poster. The shorter the time between the poster’s posting and players’ SMS response, the higher the score. There will be four postings per day. At the end of the four day period, the players with the highest scores will win a limited edition version of Nike’s Air Force-X MID designed by legendary NYC street artist, Stash. Runners up will have a chance to purchase the shoes at an exclusive pre-launch event.
