Nike Film, Digital NIKE PHOTOID by Akqa London

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NIKE PHOTOID

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency Akqa London
Released March 2013

Awards

Eurobest 2013
Mobile MOBILE WEBSITES AND WEB APPLICATIONS Bronze

Credits & Description

Client NIKE
Product NIKE SPORTSWEAR
Entrant AKQA London, UNITED KINGDOM
Type of Entry Mobile
Category MOBILE WEBSITES AND WEB APPLICATIONS
Title NIKE PHOTOID
Product/Service NIKE SPORTSWEAR
Entrant Company AKQA London, UNITED KINGDOM
Advertising Agency AKQA London, UNITED KINGDOM
Duan Evans AKQA Executive Creative Director
Andrew Tuffs AKQA Creative Director
Ross Winterflood AKQA Account Director
Gareth Nettleton AKQA Group Account Director
Ignacio Gonzalez AKQA Senior Designer
Shahpour Abbasvand AKQA Art Director
Jose Paz AKQA Senior Designer
Nat Cantor AKQA Senior Copywriter
Ian Applegate AKQA Associate Production Director
Alia Burley AKQA Project Director
Winnie Ng AKQA User Experience Architect
Jonathan Hum AKQA Planning Director
Alexander Dergachev AKQA Senior Software Engineer
Richard Stephenson Akqa Senior Web Developer
Jason Griffin Akqa Technical Delivery Manager
Remi Rynkiewicz Akqa Senior Web Developer
Rhys Evans Akqa Web Developer
Noaman Tareen Akqa Qa Manager
Aparna Bajaj Akqa Qa Manager
Terry Nweze Akqa Senior Qa Analyst
Mobile URL http://photoid.nike.com/
Additional URL 1 http://thevoted.com/nikephotoid/
Brief Explanation
Nike Air Max and Instagram are two of the most culturally relevant and iconic products today, so we developed a platform for sneaker addicts and Instagram fans to turn their shoes into one-of-a-kind designs. Nike PHOTOiD is an addictively fun and intuitive app compatible with smartphones, tablets and desktops that fuels an individual’s love of self-expression and personalisation. The app enabled users to create a totally bespoke shoe by mixing one of their favourite Instagram photos with one of the three iconic Air Max styles – the Air Max 1, Air Max 90 and Air Max 95. Nike PHOTOiD’s smart algorithm analysed the photo’s colour palette, applying the 3-4 most prominent colours onto the shoe and transformed it into a completely unique and personalised Air Max creation. The campaign launched with no bought media. However, almost instantly Nike PHOTOiD generated mass engagement at an unprecedented rate. In the first week alone, a staggering 100,000 Nike PHOTOiD shoes were created – amounting to an average of 600 per hour. We saw an 8% click-through rate of users going to the NikeiD store to buy their creations. The response from the consumer and trade audience alike was overwhelming, including responses such as the following from Instagram: “This is the coolest use of the Instagram API I've ever seen.”