Dr Martens are running a campaign allowing consumers to create a boot design at http://dmbootdesign.com/
After selecting the boot canvas (8-hole or 14-hole), and then using the sites pen and paint tools, or using their own tools, 2 consumers will be selected to have their boot designs manufactured and sold in shops worldwide. One will be chosen by the people, and the other by a panel of industry insiders.
This isn’t the first campaign of it’s type, but it is still a good fit for the brand. It’s a pity that they don’t provide an option for consumers to purchase their design, even if there was a premium price point.
Personalisation is a trend we see continuing and whether your brand is a car, or a toothbrush, providing consumers some way to be involved in the creation is a clever strategy.