Nike's Mobile Advertising Success

With the popularity and predominance of the Apple iPhone continually rising, it should come as no surprise that today's standard push companies to complement their existing marketing mixes with iPhone applications that can be downloaded by iPhone users. There are different types of applications that companies can provide for their consumers such as those focusing on entertainment featuring activities and games or others mainly focusing on product information. Essentially, with applications every company has an opportunity to create a unique and relevant message and experience for their target audience. One company that has created multiple entertaining and useful applications for its audience is the popular shoe and athletic company, Nike.

            One of Nike’s most popular applications is based around its NikeiD line of shoes, in which users chose any blank product and make it their own by picking the colors and logos displayed on the shoe. This is a great line of shoes for consumers because it puts them in charge of the design process and allows them to create exactly the product they want, even if it is not one that Nike mass produces. The NikeiD iPhone application provides users with multiple helpful features that help with things like color selection, color matching, and the design of the shoe. One function of the app allows users to take a picture and the match the chosen color in the picture to the colors that Nike has available for its shoes. This helpful color-matching feature can assist users in matching a variety of items such as their favorite team colors to a random color swatch they see in an unexpected place. The application also allows users to create their look to get an idea of what the finished product will look like. They can pick the style of the shoe, colors, and other aspects of the appearance of the shoe, allowing each user to experiment and interact with the brand in a way that associates their own identity with the Nike Identity. Nike even created a Nike storage locker function for users to store their favorite designs and access those customized designs at any time using their iPhone application. The app also features store and other product information, making it easy for consumer to transition from the design to purchasing process. For NikeiD application users in New York, Nike created a large interactive billboard in Times Square where users can message their designs, which are then posted on the billboard, and broadcasted for all to see. This is a great way to get consumers interacting with the Nike brand because of the excitement that comes with seeing ones own design on a live jumboron.

            Together, all of the interactive aspects of this application create an outlet for shoppers to truly become engaged with the Nike brand and its products as it puts users in the creative seat, allowing them to give each Nike product their own personal design.  This campaign is smart because users will come to associate their own identity with the Nike identity, strengthening the brand associations between themselves and the company and encouraging them to keep purchasing the Nike brand in the future.