Forever leading from the front when it comes to finding new ways to engage with it’s customers, Nike has launched True City, an iPhone application that provides users with a unique insight into six European cities, making the hidden visible through the knowledge and insight of Nike Insiders—local tastemakers who pride themselves on being at the forefront of things happenings in their cities.
More than just a digital guidebook application, the app is a powerful combination of geotagged content and social media integration, updated in real-time by real people using tools to easily tag locations (through a series of badge-like icons), as well as describing and rating them. From hard-to-find sneaker boutiques to gallery openings and underground concerts, True City provides a finger on the pulse of a city.
With exclusive previews of upcoming Nike product launches and events also playing a vital part in the experience, True City is a good example of how some brands are reconfiguring app culture to incorporate two-way relationships with consumers.
The six cities in the initial True City network are: London, Berlin, Milan, Amsterdam, Barcelona and Paris and the app is available for free download through the iTunes App Store.
