Uniqlo slashes prices in response to tweets

09/8/2010 | Advertising Age (tiered subscription model)

Uniqlo, a Japanese clothing retailer, is discounting its product lines based on the number of tweets posted about individual items. Customers can view on-sale items at a dedicated Web page and click on an item to generate an automatically tagged tweet; each tweet sent is instantly converted into a small reduction in the product's price. "Customers seem to really want to engage with us, and it's great as the campaign is so transparent and immediately dynamic, so they can see their tweets actually making a difference," says Uniqlo's marketing chief.

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