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These days,
consumers are used to having the opportunity to be actively connected to the
brands they love through personalizing, customizing or designing their products.
Quick examples that come to mind are NIKEid, RbkCustom, Become an
M&M and the
Coca-Cola Creator.
Some of
these sites are more fun and engaging than others. One that I am rather
impressed by is the Dr. Martens Boot Design Contest. There’s
a lot one can do here with colors and different markers, bottles of spray paint
and virtual lighters to “burn” spots in the leather. There are lots of fun
symbols that can be incorporated, too, and consumers are invited to upload
their own images onto the boot.
My lack of
artistic ability coupled with a wonky mouse led to designs that ended up
looking like something designed by a monkey with poor motor skills. However, some
of the designs from this year and last year are actually surprisingly good.
It’s cool that you can search submitted designs by country (Latvia, where you at?!) And,
designers can solicit votes from friends. So people, if you want a Morrissey-themed
DM, the time is nigh.
This design
campaign is right in line with DM’s new Freedm campaign
that supports emerging talent. DM is doing a superb job of acknowledging and
appreciating the consumers who have taken the brand and made it theirs for
nearly 50 years while encouraging current and future consumers to do the same.
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