What Happened
Friday is Singles’ Day, the biggest day for online shopping in the world championed by China’s ecommerce giant Alibaba. With a massive sales volume that keep breaking its own records, many U.S. brands such as Victoria’s Secret, Crayola, and Beats have jumped on board for a piece of the pie. In particular, fashion brands including Michael Kors, Kate Spade, Coach, and Calvin Klein are offering special deals on Alibaba’s T-Mall this year, discounting products as much as 60% off.
Among all the participating brands, Michael Kors stands out with an innovative approach. The company launched a casino-themed game on popular Chinese messaging app WeChat, which offers players random discount codes to use on Singles’ Day after they play some digital poker and slot machines. Kors promoted the game with GIFs posted to its official WeChat account and a casino-themed shoppable blog post.
What Brands Should Do
This campaign from Michael Kors should be of interest to many U.S. brands trying to crack the code for social commerce. Using aptly Casino-themed mini-games to engage with mobile shoppers and reward their interactions with discount offers. this campaign serves as an intriguing example of how brands, especially retailers, can leverage popular social and messaging platforms to engage with and even sell directly to consumers.
To learn more about how brands can use chat bots to better serve customers via messaging interfaces, check out our Fast Forward feature on this topic.
Source: AdWeek
Lead image courtesy of Michael Kors blog
