Uniqlo's bargain sales are infamous for massive queues. In order to generate even more customers for the 2010 sale Uniqlo went viral. Customers who tweeted or wall posted about the upcoming sale joined a virtual line. One out of every 26 customers in this line received a 1000 yen Uniqlo gift certificate,
You can find out more about Uniqlo here: http://www.uniqlo.com/jp/
Tagging helps us locate information on the web but soon it could help us find things offline.
This video explains everything:
This technology has major implications for advertising everywhere. Imagine getting an asynchronous word of mouth restaurant recommendation from a total stranger in another country. Naturally advertisers and businesses alike will be interested in capitalising on Air Tagging
This video explains everything:
This technology has major implications for advertising everywhere. Imagine getting an asynchronous word of mouth restaurant recommendation from a total stranger in another country. Naturally advertisers and businesses alike will be interested in capitalising on Air Tagging
As discussed previously. Engagement Marketing is marketing which allows bi-directional communication between producer and consumer. Engagement marketing enables the consumer to contribute to the marketing of a brand (Moore. 2007: online). This often occurs through an interactive “experience” such as an online game or social networking campaign. One famous example of engagement marketing in Japan is Tohato’s “Worlds Worst War”. The “World’s Worst War” was an extremely successful advertising campaign which took place over several months in 2007. The campaign was promoting two new flavors of Tohato’s Habanero Snacks: Tyrant Habanero and Satan Jolokia.
For the campaign the Hakudo agency designed a huge online game only accessible by mobile phone. The game involved users fighting in an online army to defend their favorite habanero snack. In order to join the war, users bought their preferred Habanero snack and scanned the QR code from the packet thus becoming a member of the applicable army.
The video below explains the game in more detail:
There are numerous reasons this campaign was so successful. Unlike in-game or pop up advertising, the product was central to the gaming experience. Moreover, the users were interacting around and because of the product. The game’s viral features also contributed to its success. Users were able to promote their army rank by recruiting their friends. This encouraged the users to spread the word. Finally to participate in the game users (in theory, anyway) had to buy the snacks to join the fun.
This product won several awards including D&AD’s Yellow Pencil and Gold at Asia Pacific’s Spike Awards.
Links:
Hakuhodo Official (English):http://www.hakuhodo.jp/
Hakuhodo Awards: http://tohato.jp/index2.php
Moore on engagement marketing:
http://www.henryjenkins.org/2007/01/an_interview_with_alan_moore_p.html
Tohato Confectionery: http://tohato.jp/index2.php
For the campaign the Hakudo agency designed a huge online game only accessible by mobile phone. The game involved users fighting in an online army to defend their favorite habanero snack. In order to join the war, users bought their preferred Habanero snack and scanned the QR code from the packet thus becoming a member of the applicable army.
The video below explains the game in more detail:
There are numerous reasons this campaign was so successful. Unlike in-game or pop up advertising, the product was central to the gaming experience. Moreover, the users were interacting around and because of the product. The game’s viral features also contributed to its success. Users were able to promote their army rank by recruiting their friends. This encouraged the users to spread the word. Finally to participate in the game users (in theory, anyway) had to buy the snacks to join the fun.
This product won several awards including D&AD’s Yellow Pencil and Gold at Asia Pacific’s Spike Awards.
Links:
Hakuhodo Official (English):http://www.hakuhodo.jp/
Hakuhodo Awards: http://tohato.jp/index2.php
Moore on engagement marketing:
http://www.henryjenkins.org/2007/01/an_interview_with_alan_moore_p.html
Tohato Confectionery: http://tohato.jp/index2.php