Nike Creates Spectacular Integration of Marketing and Technology

Where's the "get a pair of jeans that actually fit you and come up higher than the crack in your ass" sign?

Nike has built a remarkable "build your own shoe" promotion in Times Square that allows passersby with cell phones to call a toll-free number and use their dial pad to customize the sneaker they prefer and build it in real time on the sign.

What a spectacular integration of advertising, PR, branding and technology! More than 1.5 million people a day see the sign.

Between noon and 1 pm, and then 3 and 5t pm, customers can pick the color for the laces, swoosh, swoosh, uppers and mid-sole, then customize it with initials or personal tags. They then get an SMS message with a picture of the shoe and the URL where they can purchase it.

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advertising

This advertising by Nike is amazing. Certainly the PR alone is worth the effort. Nike will continue to be on tourists' and New Yorkers' mind. Trendy wrote about the greatness of Nike's marketing and a little on customization trends and their success in When a Marketing Genius Worships a Goddess .

If nike continues to use Michael Vick as a spokes person, then you can count on me and many of my friends who I have spoken to to boycott Nike products