More NewsNike iD Billboard Invites Mobile Users

Nike iD Billboard Invites Mobile Users

The latest effort from Nike's iD division lets cell phone users design shoes using the Reuters sign as a palette -- and then buy the footwear.

Nike launched an interactive billboard experience yesterday to coincide with a relaunch of its iD mass personalization Web site. The effort, supported by R/GA, lets people use their phones to design a shoe on the Reuters sign in Times Square.

Passersby use their phones to interact with the 23-story billboard, customizing and even directly purchasing their own Nike shoe. After designing a sneaker on the screen, the user receives a text message within seconds. That message contains mobile phone wallpaper showing the shoe along with a link to the Nike iD site where they can buy it. A PIN number provides additional security.

The technology and creative are courtesy of R/GA, as was the new site design, which launched a few weeks ago. The billboard experience began yesterday.

“[We] don’t have the exact numbers, but overall the amount of time screens were engaged was excellent,” said John Mayo-Smith, R/GA’s VP of technology, after the billboard’s first day of operation.

All major phone models and major carriers are supported, according to Mayo-Smith.

Last year, R/GA supported a similar effort for Yahoo Autos. Using their phones, New Yorkers and tourists could play a driving video game on the Reuters sign. That undertaking, which was not commerce-enabled, coincided with the International Auto Show.

Nike’s iD division, which lets shoe buyers customize their own footwear according to color and design, is reportedly becoming a more important part of the shoe maker’s overall strategy.

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