Long before mobile was a must-have on every ad campaign, Nike and Recon partnered to create Operatio0n 6453: a cell phone scavenger hunt in New York City. Aimed at the sneakerheads who camped outside of the Recon store to get first dibs on limited edition sneakers, this game created a more fun alternative.

Wild posters were spread all over the city, with a short code and a number. Whenever a new poster went up, sms tips would be sent. Whenever someone found a poster, they’d send the code in. The website kept score, and the faster a poster was found the more points were awarded. In the end, the top 300 players got the right to be the first to get their hands on the Stash designed AF1s.