Nike kicks off mobile multimedia campaign

[1]Athletic shoe giant Nike is poised to launch Nike PhotoiD, a new pan-European mobile marketing service enabling consumers to create customized shoes based on images they snap via mobile device. After subscribers submit their photos to Nike PhotoiD, they'll receive an image of a shoe customized according to the two dominant colors in the photo--the Nike MMS may be saved as a device wallpaper, and users may also purchase a pair of the sneakers in question. Nike PhotoiD was created by digital agency AKQA and will initially launch in nine European territories: The U.K., Italy, Germany, Spain, France, Denmark, Finland, Norway and Sweden.

For more on Nike PhotoiD:
- read this Guardian article [2]
- check out video of the Nike ID advertisement [1]

Related article:
Measuring mobile marketing [3]