AKQA’s Nike PhotoID Mobile Marketing Campaign
AKQA, London’s latest endeavor for NikeiD seeks to take mobile marketing to a new level by attempting to deepen the interaction between the consumer and brand. NikePhotoiD, the latest service offered by NikeiD, allows users to customize Dunk high-tops on the fly by simply texting an image of their surroundings with a camera phone. The application then selects the two dominant colors of an image and sends participants an example of a customized sneaker superimposed over the original image they took along with a link to share or purchase their creation. NikePhotoiD will only be available in Europe, but AKQA is working on expanding the product selections and service to other regions.
Paulo Tubito, Nike’s Director of Brand Connections, states, “Where past use of MMS in mobile marketing campaigns has typically focused on short-term, one-way interactions between brands and consumers, Nike PhotoiD opens a genuine creative dialogue between the brand and its audience” (via: Contagious). I’ve always found most mobile marketing attempts to be rather one-dimensional despite being highly user-controlled and initiated. Although NikePhotoiD includes a viral aspect, I doubt designs will be widely shared on a long-term basis. Perhaps its because the NikeiD website has such boring color and material selections, but I’ve never enjoyed viewing the sneaker designs of other people. This really seems like a neat service and when it arrives in the states, I’ll definitely try it out, but it strikes me as nothing more than a gimmick that will lose its appeal after customers satisfy their curiosity. Ross Cidlowski makes a great point when he wonders if Europeans use cell phones differently and questions whether this campaign will have any significant impact on people’s behavior.
I love customized sneakers and appreciate how Nike is inviting customers to capture the environments that inspire them. The creative process, however, is severely limited by the lack of color options and ability to actively design the sneaker. Perhaps a more effective way for Nike to strengthen its mobile communication with consumers would have been a relaunch of the NikeiD website with better navigation and palettes that allow visitors to create custom colors and patterns.