In a stroke of street marketing genius, Nike ID ran a highly effective campaign over Memorial Day weekend in Times Square, New York City with a direct campaign to consumers. Showcasing Nike ID on a massive screen in Times Square and using a large street team who continuously called out the Nike ID phone number, Nike convinced thousands of passer-bys to call in for a free pair of kicks. Ironically, that weekend was also Fleet Week whereby U.S. marines were on-shore cruising the city on a rare weekend off. The results included an unprecedented number of sailors stopping in the streets to call in, and thousands of tourists and New York City residents ringing up their cell phones to get a free pair of Nikes—which slowed traffic in parts of Times Square as people stopped and stared at the screen to call in the Nike ID number.