NIKE PHOTOiD – Using Color To Connect With Customers

Posted in Alternative advertising, Art, Design, viral by tomgooday on July 28, 2009

nikev5

The campaign has won many awards over the past year, including
MMA Global Innovation award
Revolution award for Innovation
IMA Special Award for Technological Innovation
D&AD Silver Pencil for Mobile Marketing
OMMA Awards 2008 – Best In Show
Mobile Advertising UK event Awards 2008 – Mobile Campaign of the Year

So here is the deal, the 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.

This was one of the first campaigns to exploit visual interactivity to engage consumers, and although the campaign is no longer active, it is still a great example of creative use of innovation for marketing.

Here is the video they used to promote it….

What do you think?

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