Nike PHOTO ID

Connecting offline-to-mobile-to-online
Nike PHOTO ID

I’m sure by now you all have seen NikeID (customize your shoes) originally done by RGA in NY that has some nice mobile tie ins itself (the mobile version in japan and times square billboard).

The photoID concept from AKQA London is an extension and basically this:
1. shoot an inspiring image and MMS it from your mobile
2. you’ll get an image sent back with a customized shoe overlaid on your photo
3. the image can then be used as wallpaper, the designID links to purchasing or for sharing

One cool technology we’re seeing more of is the ability to recognize color dominance in an image. Although only 2 colors are pulled out for the nike application its still a pretty amazing way to connect people’s inspiration of color and aesthetic to Nike’s product.

Additionally, AKQA’s case study page is an excellent way to generate buzz about an integrated technology and its work - including high-res shots, video, and press release. This is an interesting strategy in that the design / advertising industry really appreciates executions like this. And will likely talk about it online, just like this. Well done.