Launch UNIQLO HEATTECH successfully in China during the holiday season leveraging China's digital behavior and digital ecosystem.
UNIQLO WARM UP! A social and mobile experience allowing users to send greetings in form of tweets and also providing the chance to send gifts of warmth - HEATTECH products, bundled in a festive Chinese holiday experience.
Tweets are read in real-time on a heat map and lucky scratch cards designed by 21 local artists offer the chance to win great prizes. The scratch cards are sent virtually in a red packet, which is a custom in China.
During the whole campaign period from Dec 9th till Dec 22nd, without any media support, a total of 4,917,317 participants spent on average 18 minutes per visit and 400 lucky winners received heat tech products daily.