We built the world's first interactive mobile catalogue – the Nokia mobile SMS race.We built a race track with 9 miniature lanes, one for each Nokia device. We then put all 9 devices on cart wheels, and using a unique technological invention we made the wheels move by responding to SMS messages sent by the online audience.Users helped their desired phone to race to the finish line by texting its lane number. The user whose text message put the winning phone across the finish line, won that phone.

The race platform enabled us to expose users to the range of phones in a totally unique way. For seven days, 10 times a day, online users raced for Nokia's new devices.

Over 10,000 messages were sent in EACH race.

70 people won new Nokia phones.The Israeli blogosphere was abuzz over the races.