Armani Exchange is challenging consumers to create ads for its 20th anniversary via a new application for iPhone and iPad.

The A|X Stylepad app will let iPhone and iPad users create their own Armani Exchange ad. Users can select the background, cast the model from supplied images and add a personalized message by writing text over the picture they have selected.

A|X Armani Exchange was launched in 1991 and targets a new generation of fast-fashion consumers ? an accessible collection offering urban, individual style.

Mobile style
The A|X Stylepad feature will also be available on the company?s mobile site and will feature exclusive A|XX 20 years of style global branded content.

The application will include the A|XX limited edition collection preview, exclusive A|XX video, access to the A|X Life section for events, trends, music and brand news.

The company is getting the word out about the app and the additional content via its blog, social networks, YouTube channel, in-store promotions and SMS marketing.

Users can create their own ads

Users can select which models they want to use

Users can choose the background they want

Users can write text over an ad

Anniversary
Additionally, the company believes that the app brings together three marketing trends ? exclusive content, online entertainment and social networking.

When users are finished designing their own ads, they can share it with friends and family.