Mobile Marketing-The worlds first mass direct marketing tool has come of age.

A brilliant marketing initiative from NIKE. PhotoID allows fans of customised footwear to seek out interesting colourways from their own environments and see what they would look like when transferred to a pair of NIKE DUNKS. Users simply send a camera phone image of a particularly appealing 2 tone colourway (strong contrasting colours work best) to a shortcode (via MMS) and are then sent a link to the photoID mobile site where they can view their customised footwear and original photo. By entering a unique code at Nikeid.com users can order their personalised shoes. Try it now and text your image and the word 'DUNK' to 88247 and then wait for the link... The worlds first mass direct marketing tool has come of age.