The billboard was an exercise in pure nonsense–a project undiluted by purpose or objective. There were no marketing goals or performance metrics. No one had Tweetdeck open waiting to engage potential customers.

It was simply a billboard about Michael Michael Chang and his fame. With a phone number. Turns out, when you put a phone number on a public wall, people will call it.

Each day I received at least three texts and one phone call. People called to speak with Michael, to find out why he has a billboard, and to hear about his fame. They called to get answers. Below are some of my favorite exchanges: