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Promotions
Jun
17
Nike Blends Hip Hop and Mobile in New Campaign
June 17, 2008 | News
Nike’s new UK marketing campaign is meant to further capitalize and appeal to the urban lifestyle aka Hip Hop demographic. In this promotion, potential customers are encouraged to take a snap shot with a cell phone of something that they find of interest, and then send that image to a special mobile account. Nike will then create an image of a pair of sneakers using the two most dominant colors within the sent photo. An image of the new creation will be sent to the user’s phone, and an option will be given to order those custom sneakers. The images of the new kicks will also be available for use as wallpaper for your computer or phone.
In NikeID’s new video, they use a human beatbox musical track as the commercial’s score, and show someone taking a photo of graffiti, which in turn is used to created a new pair of sneakers.
Earlier this year Nike featured a huge digital screen in Times Square that allowed passersby to design their own sneakers on the screen for all to see. The marketing formula here is interactivity, customization, technology, and Hip Hop.