Launched last week, a new Times Square billboard for Nike allows people to manipulate the board’s imagery using SMS to build their own sneaker which can them be purchased online at a web address sent back to the person’s phone. The board only accepts manipulation between noon and 1PM and 3PM to 5PM. It’s an admirable effort towards increasing time spent with the brand. Though, with the number of people passing by, SMSing the board, it’s a wonder it won’t explode responding to all the requests.
