Life and sole: Nike app makes a game of mimicry

The app photographs the user to calculate his or her facial features and then charts live movement in the face via a webcam, using both facial and expression recognition technology, to mirror that movement in a virtual shoe sole.

People then upload their images to the campaign website and those who receive the most votes from fellow users win a prize.

Combining a gaming element with brand identification, the app gives consumers a fun opportunity to build a relationship with the brand and feature in the promotion campaign. Find out more about consumers’ love of gaming in our Ubiquitous Gaming Culture macrotrend.