Online to offline: creating believers for TMall.com
Upon launch, TMall.com struggled to manage their reputation as an authentic B2C marketplace connecting top end brands directly to Chinese consumers.
To gain the trust of the Chinese consumer, we helped TMall.com to see that in the world of digital retail, experiencing is believing. Why not bring the upscale digital shopping mall to life – merging real and virtual worlds – at a very shareable yet very exclusive event?
Clearing the path to becoming China’s most-visited B2C online retail site
We invited 900 influencers to our augmented reality TMall installation. Given iPads, guests could “try-on” items and share their looks through social media, getting a taste of the 40,000+ brands for sale on TMall.com. Bespoke interactive pods encouraged guests to view furniture, test new devices and play with gaming systems. Thousands of quality brands were brought to life. Best of all: Everything featured in our real TMall could be instantly purchased via TMall.com, and guests were given credits to do just that.
The Internet lit up with positive energy for TMall. Guests posted 2600 Wei Bo posts which grew to 3,000,000 reposts and comments – serving up approximately 26,000,000 media impressions including Youku online hits.