Nike has built a build your own shoe promotion in Times Square that allows passersby with cell phones to call a toll-free number and use their dial pad to customize...

Nike has built a "build your own shoe" promotion in Times Square that allows passersby with cell phones to call a toll-free number and use their dial pad to customize the sneaker they prefer and build it in real time on the sign. Between noon and 1pm, and then 3 and 5pm, customers can pick the color for the laces, swoosh, swoosh, uppers and mid-sole, then customize it with initials or personal tags. They then get an SMS message follow up and a URL where they can purchase it.

PSFK went and braved the crowds and stood in Times Square to see the latest ‘interactive ad’ for ourselves. Set up above, four screens flick down at you. One explains that you have to call a 1-888 number and use your keypad, another shows you the shoe as you flick through the colors for the swoosh, laces and body.

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