Nike in store mobile hyperlink competition
The campaign, which The Hyperfactory created with ad agency McCann Erickson, starts with a series of hidden codes all throughout Hong Kong in Nike flagship stores and at MTR subway stations. Consumers must find the markers and point their camera phone at them, which will summon an image of a Nike soccer shoe and ball on their screen and reveal a special code unique to that location.
Great marketing concept - very similar to the campaign I blogged about a few months ago http://deancollinsblog.blogspot.com/2008/05/real-world-visithere-have-virtual-piece.html
Shame they chose to go with a proprietary mobile 2D code technology and not QR codes. Nothing that they are doing with the Nike specific proprietary code couldn't be implemented with QR codes.....someone at McCann Erickson 'got sold a pup'.