Twitter’s really taken off in Japan and I’ve noticed that it’s quite a big hit in the country’s advertising too. I think these social media outlets really give a chance for Japanese brands to create something that’s more than a cute character/celebrity, catchy song and dance.
Uniqlo has embraced the use of Twitter in its digital campaigns very well. Previous awesome Uniqlo campaigns include Uniqlock and Uniqlo calendar and they just keep going from strength to strength. Wow.
I’m going to mention a few of them:
To promote Uniqlo’s UT (Uniqlo T-shirt/ Tees) range, Uniqlo launched a UTweet! campaign.
The site allows users to enter their Twitter username or keywords to which it then creates a ‘show’ featuring your stream of tweets/ tweets related to the keyword with models wearing the UT range. It also uniqlo-fies your twitter icon into a red stamp-like one.
Uniqlo Lucky Line campaign
This campaign was on the Japan Uniqlo site but it managed to put itself up on the top of Twitter’s Trending list! To launch Uniqlo’s 26th birthday, customers joined to virtually ‘queue’ up in lines online by tweeting and every 26th customer wins a ¥1,000 discount coupon. If a user found they didn’t, they can try again. It’s such a great viral campaign.
Uniqlo lucky switch campaign
Who would have thought that you could actually like banner ads?
This campaign was launched at the end of 2009, and the above video explains it all but these blog widgets converted any picture into lottery-like tickets.
I’ve just had a look at Uniqlo’s website today, and look at what we have again, another twitter campaign.
Lucky Counter-UK campaign
Apparently you tweet about any product shown on the page to get a discount. The products on show are only discounted by a few pennies right now, but I guess the way it works is – the more tweets it gets, the more the discount would be (discount vouchers sent after the campaign). Works in a way that is a bit of an opposite of an auction I guess?
Would Uniqlo win a lion next year?