Uniqlo Tweet Serve

Objective

Uniqlo leveraged the 2015 global tennis season to deepen engagement with sports-minded audiences and create participatory buzz around its athletic wear. The campaign invited smartphone users to become part of the tennis narrative by engaging in interactive gameplay that celebrated the sport and drove fan participation in real-time competition.

Solution

Uniqlo launched Tweet Serve, a smartphone-based motion game developed by Birdman in partnership with Dentsu. Players held their devices and swung them like tennis racquets to perform virtual serves, with accelerometer sensors detecting motion and translating arm movements into on-screen gameplay. The game allowed users to compete and share results through social integration, creating a bridge between interactive entertainment and Uniqlo's athletic positioning.