DIGITAL ON THE STREETS: “Magic Night Run”
(Magic Night Run)
“The post-90s generation is keen on cool technology and social media. Moreover, they hope to bring a positive change in society through their own actions. The “Magic Night Run” campaign is a perfect blend of cutting-edge technology through the ‘magic’ T-shirts, individuation stemming from the night jog, and social function through a microblog.”
To attract more young consumers, Mulene, a sports energy drink, decked out T-shirts with LED motion graphics that activated from body heat. Then they invited local youths to wear them for organized night runs. But the effects of the campaign could be seen far beyond running paths, thanks to the integration of mobile. Consumers registered to receive a shirt by downloading an app. Once they received their shirts, they could upload pictures of themselves to their mobile devices and instantly share them via the microblogging service Weibo. The more the users shared, the more likely they were to receive a coupon for free Mulene products—and it resulted in an increase in the number of people who purchased Mulene products.
Select Success Metrics
- Sales increased 17% over the prior period
- During the one month campaign, 2,371 people participated, and Weibo received 119,075 forwards and 346,119 comments