SMB.

The Hyperfactory and McCann Erickson launched a mobile campaing to promote a new soccer shoe from Nike.
According to RCR Wireless, mobile advertising seems to be a good fit for athletic shoes.
The interactive campaing was launched in Hong Kong last month and was based 3-D images placed in its retail stores, subway stations and other high-traffic areas. A downloadble application allow users to point a camera to a T90 shoe and soccer ball as well as a location-specific code. Soccer fans were encouraged to interact and start a mobile scarvenger hunt.
Adidas and Puma also used launched innovative campaings. During Euro 2008, Puma offered team ringtones and chants that could be programmed to sound whenever the team scored, and provided free conference-calling for like-minded fans to discuss the action. As part of "Basketball is a Brotherhood" campaign, Adidas enticed mobile users to send a text message to receive recorded voice calls from the NBA stars.
Although mobile campaings are very atractive to young people, one thing must said! They must be planned as a hub (channel integrator) for other kinds of media to increase the interaction, brand awareness and creates value added experiences.