Uniqlo did not expect that a greater surprise was coming afterward! Everyone was queuing up. On December 13th of last year, Uniqlo brought its famous queue game to mainland China. The timing was chosen because Uniqlo's spring collection had already been released, and it was the perfect opportunity for a promotion during the Christmas season.
This time, Uniqlo chose to collaborate with Renren Network. One reason was that Renren had opened its API, allowing many applications to be integrated. Another reason was that Renren is relatively similar to Facebook, where Uniqlo already had experience in collaboration.
In terms of prize settings, Uniqlo’s Taobao flagship store made careful preparations. First, participants in the queue game were provided with randomly drawn discounts: 10% off when spending over 300 yuan. To encourage them to consume promptly, the coupons were marked with dates and were only valid on the day they were won or the following day.
Additionally, users who queued up to lucky numbers such as 888, 8888, and 88888, as well as large numbers like 500,000, 1,000,000, and 1,500,000, received clothing prizes, including even a big bundle of 20 fleece jackets. Every seven days, one iPhone or iPad grand prize was also drawn.
The server for this event was still in Japan, but the game took place on Renren. To cater to Chinese consumers, Uniqlo's outsourced game development team designed more Chinese-characteristic cartoon images such as Sun Wukong (Monkey King), buns, pandas, and large teapots for users participating in the queue game to select as their avatars.
Uniqlo's expected participation for this event was one million people. On the first day, the China team knew they would easily meet the target, as more than 100,000 people participated that day. When approaching key numbers like 888, there would always be a small peak in the queue, causing the server response speed to slow down significantly.
To make everyone feel more confident about the lottery and increase its credibility, in addition to functions such as "knowing immediately if you've won" and "seeing friends win," the Uniqlo homepage on Renren continuously broadcasted the names and information of winners. Moreover, all prizes were visible at the start of the game. Each time a grand prize was won, the game interface automatically removed it, making it dimmer, while the remaining grand prizes remained, stimulating people to continue queuing with hope.
For this event, Uniqlo fully learned from its experiences on Facebook in Japan and placed greater emphasis on communication features. Not only did it use the IDs of Renren users participating in the activity, but it also utilized Renren's online chat room. People could talk simultaneously in a multi-person chat room, sharing their experiences of the queue game and the joy of winning.
By the end of the first week, hundreds of thousands of people on Renren had participated in the queue game, and during this week, many people received "harassment" messages about Uniqlo's queue. Users constantly updated their statuses to participate in the queue, with some even staying in the game every five minutes, spreading queue-related messages everywhere.
However, in the second week, Uniqlo adjusted its strategy, making the discount coupons more widely available by allowing forwards and mobile phone photos to be effective! Additionally, the requirement that the coupons must be used within two days, as stipulated in the first week, was canceled, making them usable anytime during the event period.
This article is sourced from Uniqlo's Taobao flagship store, Taobao women's spring and summer clothing. Original address: http://www.baiduhou.com/uniqlo/482.html.
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