Nike launching inane text messaging marketing campaign

Nike has come up with a really dumb cellphone game to promote a new pair of Air Force-X MID sneakers here in New York. Basically you sign up, and then they send you text messages telling you where in the city to go to find a poster with a special code on it that you text back to them to accumulate some points. This repeats sixteen times, and if you've found enough of the special codes and earned enough points, Nike will bestow upon you the special privilege of being able to buy a pair of the shoes before they go on sale to the general public (we'd scoff, but this sort of thing is actually hugely important to some people — nah, we'll scoff anyway). We agree with Mike over at TechDirt when he asks "Where's the challenge?" but you've also gotta wonder how long until somebody just posts all the codes on the web,
letting anyone earn points without actually having to do anything.

[Via TechDirt]