First post for #antipodSAW (Smart Ad of the Week) !
How was your customer experience last time you bought a winter jacket? You entered a store, tried the jacket, felt probably extremely warm because the store did not reflect outdoor conditions. The North Face experimented a unique retail experience in Korea to engage its shoppers and fans.
The North Face went viral with this campaign as it embraced the 3 pillars @Nicolas Bordas refers to for a successful viral campaign: Ego, Experience and Exclusive.
Ego: the shopper does play the lead role in the campaign.
Experience: The North Face engaged the customer to play and win a jacket by putting him in a situation that’s consistent with the brand message – Performance with Style
Exclusive: A selection of customers are rewarded for their brand choice. A simple shopping experience becomes unique… and highly viral.
Check these videos out.