New Interactive Marketing Of UNIQLO: Queuing Is Crazy

UNIQLO and

In addition to a random iPhone or iPad per day, if you rank tenth or fiftieth 000 lucky numbers in the queue, you can get 4999 yuan coupons or 20 dresses.

The opportunity for mid - ten percent off coupons is almost everyone's share, which provides a continuous source of motivation for queuing users.

In just a week, the online queuing activity has been attended by more than 930 thousand people (up to 17 o'clock at 19 o'clock).

While queuing up, participants will also generate a "new thing" message on their Renren web page and share it with their friends. Many of them are queuing up, and Tao Shengye's screen will appear.

Since landing in Renren net in December 3rd, the number of fans in UNIQLO has approached 110 thousand in less than two weeks.

Maybe not everyone likes to join in the fun, but the queuing seems to be "tide."

When apple sells new products, queuing up is no longer a novelty. UNIQLO is often queued up by fans coming from festivals, new stores and holiday promotions.

When the flagship store in Nanjing West Road, Shanghai, opened in May this year, the number of queuing crowds still did not decrease until 9 p. m.

The original idea of Lucky Line came from a long queue in Japanese stores.

"The headquarters hopes that those customers who are unable to queue up by geographical and time constraints will also have the opportunity to enjoy promotional offers."

Matsuyama Shinya said.

He is the Minister of electronic commerce of fast retailing (China) trading company of UNIQLO China subsidiary.

The idea was first implemented in Japan two times, and the event that started the event in China was Lucky Line Taiwan., which was launched in September this year. It was launched before the opening of UNIQLO Taiwan No. 1 shop. "The number of participants is totally beyond expectations."

Under the encouragement of the Japanese tour awards of NT $40 thousand, with Facebook and Twitter platforms, more than 600 thousand people queued up in the front of UNIQLO gate through the Internet, and the number of fans on universites on Facebook rose from zero to 80 thousand.

Cao Yun, creative vice director of DDB interactive, has been updating an interactive marketing information website in his spare time.

In September of this year, he shared the Lucky Line Taiwan campaign on the website.

How to make consumers participate in activities has always been

After the success of Lucky Line Taiwan, it is almost natural to pplant this idea to the mainland of China.

Because the creative concept and interaction model have been basically finalized, the main task of UNIQLO Chinese team is to make Lucky Line more suitable for mainland China users.

Matsuyama Shinya and his team set up four categories of awards for the event.

The award continues the settings of events in Japan and Taiwan. It is randomly selected every day. If participants want to increase the chance of winning, they can repeat queues indefinitely before the end of the activity.

Unlike in the past, the lucky number commemorative prize was added to this Renren cooperation.

The lucky numbers will be announced ahead of time, which will attract a large number of participants who are close to the queue to repeat their queues in a short time.

If luck is not enough, UNIQLO will also participate in the award for the crazy fans who are fighting for the first line.

The purpose of these three categories of awards is to keep the participants as enthusiastic as possible, while the ten percent off coupons with a high winning rate will not allow participants to return empty handed, but also to UNIQLO themselves, they can effectively promote physical store sales during the Christmas season.

Apart from the localization of awards, UNIQLO added more Chinese elements to the game.

The Belgian company Eboy, which was responsible for the design of Lucky Line in Japan and Taiwan, also undertook the design of the event. They designed 15 scene blocks for the event and 50 personas in line.

Giant panda, Sun Wukong, Tai Chi or cyclists lined up long lines on the Chinese streets around Beijing roast duck, red lantern, stone lions and Xiaolong Bao.

"In fact, we still have many creative scenarios, but taking into account the factors such as the network bandwidth of mainland China users, they are finally abandoned."

Matsuyama Shinya said.

For example, in the context of the geographical environment in Japan, there are 10 sets of different sets of scenes that run through different cities and regions, such as the beginning of the queue from Hokkaido, the ice in Hokkaido, the green in the eastern region, and the spring in the south.

However, because of the limitation of network bandwidth, China's activities only adopted a set of snow background.

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In order to warm up the campaign, UNIQLO launched a public home page in December 2nd from Renren, and the reason for choosing Renren is that they have more flexible strategies for opening cooperation.

In December 3rd, UNIQLO began releasing ad campaigns on video websites, and all offline stores began previewing their brochures and panels in December 6th.

Tao Shengye turned out to be a loyal customer of UNIQLO, and she had more than 10 uniqe T-shirts in her closet.

After visiting the UNIQLO shop and seeing Lucky Line's notice, Tao Sheng Ye lined up 19 times.

Before the lucky lady arrived, her wish was "a commemorative T-shirt", or to "pick up her favorite cartoon characters to line up".

Even after winning the award, Tao Sheng ye would row several times a day, "I just remember to row around, or see if anyone who knows is winning."

The list of winners has been broadcast continuously at the bottom of the queuing game interface. Photos of the winners have also been published in the photo album of the public home page of UNIQLO Renren.

In addition to the daily random prize and lucky number commemorative prize, the participating winner has also been born. Yang Wei, from Shenyang, got a large gift package containing 20 pieces of fluffy clothes because of the first feat of completing 500 queues.

Such a lucky person is doubtless only a minority. Most people are more likely to get the ten percent off coupons.

At the beginning of the activity, the Lucky Line's ten percent off coupons are not valid for more than two days. The purpose is to expect users to queue up every day.

This short time limit has been questioned by many netizens, plus the number of people moving faster than expected. The hope that coupons can promote physical store sales has exceeded the demand for increased interest in games. UNIQLO decided to extend the validity of the ten percent off coupon until the end of December 23rd.

Nevertheless, many netizens feel frustrated that coupons can only be used in physical stores.

UNIQLO China has been doing e-commerce since 2008, and has established online shops in cooperation with Taobao. However, similar services such as customer service and network maintenance have been outsourced. Some detailed coordination work has prevented the coupons from being used in its online stores.

As for the role of this event in promoting Christmas sales in stores, Matsuyama Shinya said, "store sales are influenced by many factors, and we can not simply assess the effect of this event, but we must be effective in introducing passenger flow."

As for the number of participants on the line, the target of 1 million passengers is no longer suspense, and the final figure is expected to reach 1 million 500 thousand.

But Matsuyama Shinya still uses the Japanese style of rigorous peace and quiet to describe this queuing activity, "we can only say that the effect is within the expected scope."

"The event in Taiwan is very famous. Copying it to everyone online is nothing new to us, but this is still the most successful marketing cooperation I have seen on Renren in the near future."

Cao Yun said.

He believes that if we cooperate with a larger user base such as QQ, maybe the number of participants can also increase by one zero.

Other interactive marketing of UNIQLO

A flash clock made by UNIQLO in Uniqlock:2008, a group of beautiful women wearing UNIQLO clothes, dancing and reporting time, can be used as webpage plug-ins, computer screensavers or mobile phone applications.

7 days a week, 24 hours a week, the company's brand and product display, UNIQLO almost all advertisers dream become a reality.

Uniqlo Lucky Switch: in line with the activities of clearance sale at the end of 2009.

Users insert the plugin on the web page, click on the picture on the web page, will show a lucky sticker. Lucky people will get a coupon. If there is no prize, the picture will become the advertisement of UNIQLO.

A total of 2 million 800 thousand hits have been scored.