Nike PhotoID – Upgrade Experience Economy
Nike has launched a large-scale pan-European mobile marketing campaign in which it unveils a customization service called Nike PhotoID, which invites Nike fans to submit their randomly cellphone-taken pictures with brilliant colors to the company. The service will then analyze and withdraw from the pictures two dominant colors, make customized sneaker designs and send pictures of the designs back to the photographers, who can choose either to keep them as wall paper or order the personalized shoes.
The footwear giant calls this move a “watershed moment in mobile campaign activity” as it is distinguished from former “short-term and one-way interactions with the customers”
Currently, the color solutions are applied only to Nike’s 1985 classic Dunk high-top sneakers. The service is available in nine European countries: the UK, Italy, Germany, Spain, France, Denmark, Finland, Norway and Sweden.
Brands are now elevating personal experiences of their prospective customers wooing them to buy their products. What do you think….?