A Chinese company blended the best of Amazon and Ebay and launched TMall. It faced the issue of differentiating itself from it's sister company Taobao.com and its biggest competitor 360buy.com.
They called asked Jack Morton to launch a complete brand experience that would;
- Re-position the brand as the leader in exclusive home of premium brands
- Celebrate its 4th anniversary
- Launch the new logo
- Get 1.3 Billion consumers excited about TMall.com
As you can imagine, this is quite a few people to get talking. They decided to create a two story high, interactive shopping experience, which featured 8 different retail stores and 8 different consumer-inspired living spaces.
Not only did they build the interactive structure, but they equipped all the visitors with the digital tools needed to document their experience through traditional, social and online media forums. Nine-hundred visitors entered the space where everything they touched was interactive and connected to the virtual world.
The response they got from this brand experience was extraordinary!
- 25+ million views on YouKu
- 3000+ posts on Weibo
- Coverage on 10+ TV stations
- 50+ Chinese newspapers covered the experience
- and 1000+ media outlets wrote about the experience
Brands have learnt that they have to keep raising the bar to keep the attention of their consumers, differentiate themselves and get conversations started between themselves and consumers.
TMall and Jack Morton have done an incredible job finding a balance between reality and online content. The technologies incorporated into the mall are all things we should get use to seeing in the future. For example trying on clothe sin the future may be as easy as looking into the mirror and moving our arms.
Each activity engaged in or item picked up by a consumer had the ability to be returned to the virtual world through social media. This revolving circle enabled the brand to invite an exclusive 900 people to the experience but got billions to notice them, and experience the brand through stories shared by those who attended.
Goes to show the power of social media and brand experience go hand in hand in today's world!
Each activity engaged in or item picked up by a consumer had the ability to be returned to the virtual world through social media. This revolving circle enabled the brand to invite an exclusive 900 people to the experience but got billions to notice them, and experience the brand through stories shared by those who attended.
Goes to show the power of social media and brand experience go hand in hand in today's world!
Watch a short video on the brand experience here;
Tmall E-magine the Future from Jack Morton on Vimeo.
Don't forget that we have created our own online sampling wold-- and everything is free! Register for the Try Before You Buy project by clicking here.
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