The Brand in your Hand…..
Reebok has launched the very first shoe customization application, allowing users to customize and buy their uniquely designed trainers right from their mobile phones.
Inside Mobile was the agency that created the application. “Your Reebok” is now available in the iPhone App Store in Britain and the United States only…..
“The strategy was to develop a mobile service that embodied the theories of long-tail marketing – mass individualization – by delivering an application that was about people and not technology or marketing,” said Dusan Hamlin, managing director of Inside Mobile.
The application offers three of Reebok’s most iconic silhouettes: The Freestyle, the Classic Leather and the Ventilator.
The designer/consumer can change up to 23 different areas of the shoe with a choice of 19 colors, four material options and adding personalized text. The designs can either be shared with friends or the whole world direct from the application via GPS map etc…
This isn’t Reebok’s first mobile initiative. Reebok launched a mobile social networking campaign to promote its Freestyle Hi model by letting targeted consumers interact with the shoe design in December 2008. The campaign let consumers design their own shoe and send it in to itsmy.com, share it with friends and put it in the background of their page, but this is the first mobile customization application that closes the sale…..
I would love to know what anyone in the U.S. or U.K. that has a chance to try the application thinks??
Those of us in lesser countries can live vicariously through you or watch the video of the app in use on YouTube..
Via Mobile Marketer