\n This was one of the first campaigns to exploit visual interactivity to engage consumers, and although the campaign is no longer active, it is still a great example of creative use of innovation for marketing. Nike has been giving consumers the option of creating customized shoes, bags, and clothes since 1999 with its NIKEiD<\/strong> service. People can choose from a set of special colors and materials on the www.nikeid.com site, and their specialized product is shipped to them.<\/p>\n Nike wanted to go further, and asked mobile agency AKQA to provide consumers with access to the NIKEiD service through their mobile phones. PhotoiD was intended to strengthen Nike’s position as a brand that leads by innovation and pioneering new experiences.<\/p>\n According the AKQA website, “We created Nike PhotoiD, the ultimate fusion of mobile technology and creative shoe design, giving sneaker heads the chance to create unique kicks from any inspiration, at any time.” <\/p>\n \n \n The service was very easy for a consumer to use. <\/p>\n The entire process, from the time the MMS was first sent, was usually a matter of seconds, making it a very interactive consumer experience.<\/p>\n Once the consumer had received the special image, they could save it to use as wallpaper, forward it on to a friend to see, or go to the NIKEiD website and enter a unique DESIGNiD code to actually purchase the specially designed shoe.<\/p>\n \n
It has been just a year since Nike<\/strong> launched their PHOTOiD<\/strong> campaign. This campaign allowed consumers to use their mobile phones to choose colors they liked from the world around them, and have these colors incorporated into a customized pair of Nike running shoes. <\/p>\n
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<\/p>\nHow it works<\/h3>\n
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<\/p>\nVisual Interactivity<\/h3>\n
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