Indiglo have come up with an interesting idea of using an ever-editable grid using Indiglo logos. As a user you can add new logos, delete logos, rotate logos, etc. And in doing so you can create a shape, a word, or any object.But of course while you're adding, resizing and deleting your Indiglo logos as you want to, others are also using the grid to create whatever they want to create at the time. That means that you can attempt to collaborate with others, or deliberately stop others from creating what they are wanting to create. And of course, these people are from all over the world, creating a feeling of a being part of a big project - I found myself interacting with "Yukki" from Republic of Korea.
To use the grid users need only give their name or nickname so there's almost no barrier to getting involved, but of course that also means that it's near impossible to measure the impact of the grid as a piece of marketing in itself. Could it be that Uniglo are less interested in the impact of this one piece of marketing by itself, (safe in the knowledge that the grid is emphasising things that they would like the consumer to attribute to the brand - constantly adapting, fast-moving, innovative) and are more interested in looking at a measure like Net Promoter Score to give an overall view of how consumers view the brand?
