Instead of looking through Nike’s online color options to customize a new pair of kicks, Nike is inviting consumers to use their Instagram photos. The new PHOTOiD web app, combines filtered Instagram photos with Nike’s custom ordering process: First the user grants Nike permission to access to their Instagram account. Once a photo has been selected, the software applies the color palette to a pair of Air Max 1, 90 or 95 sneakers (based on the available color library for each footwear option). Designs can then be purchased and/or shared with your social network.
Why I’m Curious:
With all the data/content generated online every day, there’s a persisting question of, “Now what do we do with it?”. This is one of the reasons why I think this program is noteworthy – it recycles pre-existing UGC content to get people to interact with the brand. With a wealth of Instagram photos to utilize, on top of a fairly simple user flow, users are encouraged to spend time on the brand site and try out multiple designs with their photos. And for what it’s worth, there’s the potential to create a truly personal tangible product, inspired my emotionally resonant moments in consumers’ lives.
As far as I can see, it’s unclear if Instagram is making anything off this partnership with Nike, but this could be a viable revenue model for the platform. At least for Nike, it’s a clever mechanism to determine ROI from social media. I wonder if Instagram plans to build similar revenue-generating partnerships with brands in the future.