I was stumbling around some Digital Signage blogs this morning when I came across an AdAge video talking about an 11 led board digital signage installation by Thompson Reuters in the heart of Times Square. Turns out AdAge does a “3-minute video” of their news headlines each week and this was the May 27th feature. While watching the video, which briefly describes the NikeID promo, I decided I must research this ad campaign further! AIGA’s Design Archive site had a great review and description of the installation which I have pasted below.

To help promote the relaunch of nikeid.com, Nike enthusiasts and Times Square passers­by were invited to participate in the world’s first cell phone–controlled, commerce ­enabled interactive experience. Set in the heart of Times Square, the challenge called for pedestrians to design the Nike Free 5.0 shoe live on the 23­story Reuters sign. Participants used their wireless phones (unrestricted by carrier) to call an 800 number featured on the sign. After making the call, users were placed in a queue or prompted to begin the design session. They had up to 60 seconds to create a design from a modified palette of five base colors. Users navigated color changes with their keypads, pressing 2 (upper), 4 (swoosh and swoosh border), 6 (collar and midsole) and 8 (laces).

After they finished their design, an SMS message was sent to their mobile phone that included a link to a WAP (Wireless Application Protocol) site, where users could directly download a “one size fits all” mobile wallpaper of their newly created shoe, complete with a stamped “Times Square” message to serve as a souvenir of the experience. The SMS message also contained a unique code and a text link to nyc.nikeid.com, which served as a special gateway page into nikeid.com. By entering the unique code and selecting gender on this page, participants would be able to retrieve their Times Square creation, with the option to further customize the shoe (for example, cycle through more colors and/or add their tag or initials) and then add to the cart for purchase.

You should watch the 3 Minute AdAge video to learn more about this impressive screen setup. What I wouldn’t give to go to New York to do some in-depth research on the NikeID interactive application!!!!!