Lucky Cube With Maru
Read the story- Brand
- Uniqlo
- Year
- 2013
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Social
- Agency
- Digitas
Objective
UNIQLO prepared to open its flagship Union Square store in San Francisco on October 5, 2012. The campaign aimed to create brand awareness and drive excitement among Bay Area residents ahead of the retail opening, leveraging cultural moments and viral potential to establish UNIQLO's presence in the competitive San Francisco market.
Solution
An interactive web-based game called 'Lucky Cube with Maru' featuring Maru, a viral YouTube celebrity cat. Players logged in via Facebook and selected one of four digital cubes; the cat appeared in video to reveal their prize. The game offered UNIQLO clothing items to all players, 'mystery prizes' from San Francisco tastemakers and influencers, and a select few winners received a ride in the UNIQLO blimp. The interactive experience combined pop culture appeal (Maru's fame) with local exclusivity and gamification to drive engagement.
Results
The campaign leveraged Maru's popularity to engage potential customers and promote UNIQLO's product lines ahead of the flagship store opening in San Francisco.
