FRESH IDEA: “And then the cat jumps into the box to determine what prize you win…” I love a fresh new idea. Especially when you can giggle about the marketing team level conversations had around the idea. Where I found this lol cat of sorts was in today’s PSFK email newsletter. It shared a sweeps for retailer Uniqlo who is opening up a new store in San Francisco, has a pop-up location, too, and is using the program to drive engagement and store traffic. Now…none of that is funny. How it comes to life, now that’s worth a chuckle:
Big in Japan — A Japanese cat named Maru has enjoyed fame on YouTube. There are a series of videos featuring the cat; each has gotten anywhere from over 1 million to over 8 million views! Apparently the one where Maru gets in and out of boxes caught the attention of the Uniqlo creative team.
Inside the box — So how it works…using a Uniqlo Facebook app, consumers can share their info and then have Maru choose a prize box. The catch is that you’ll have to claim it at the new retail or pop-up locations (drive to retail). Now…if you’re outside of San Fran and still want to play, you get a mystery prize. Mine was a free recipe download from chef Danny Bowien. Apparently, he is a known icon in San Fran. Which…to be strategically on target…is what Uniqlo intended, using local stars and a YouTube “sensation” rather than big celebs or models.
It’s a fun piece with a really good user experience — and it’s just different, which is what I really liked about it. Go ahead, you can try it out here: http://www.uniqlo.com/luckycube/
The recipe is for Rice Porridge with Dungeness Crab, Chicken and Soft-Cooked Egg, yummy! (That was sarcastic, sorry…*bleck*). TASTY TREND: Socially Acceptable; Shopper Marketing Finds