Uniqlo has pipped its competitors to the post by being the first brand given permission to fully take over a Chicago Transit train, giving passengers a journey of a lifetime.
To market its first ever Midwest store in Chicago, Uniqlo partnered with experiential company Invisible North to create a series of immersive commute experiences. Starting last month, the takeovers are taking place in and around Chicago Transit Authority’s subway cars. Each of a dedicated five party trains can hold between 300 and 500 guests each. After RSVPing and checking in outside the station, attendees can join the two-car Uniqlo dance party as the train loops around the city. The sessions include live performances from DJs, games, giveaways and the latest Uniqlo product ranges.
The goal is to make Chicago’s citizens aware of the new store opening but also to bring product to potential consumers during a time where it wouldn’t be interrupting their daily tasks. By bringing the product to people, instead of asking people to go out of their way, in this case, Uniqlo is able to engage and interact with potential customers they may have never met.
This kind of marketing is hugely popular and has been known to work well. Take London’s Old Street station for example, which has been dubbed the ‘Magic Roundabout’ after being transformed into a pop-up store haven where brands can showcase and test out their latest campaigns and products to high-frequency passersby. The key point to Uniqlo’s campaign is that they’re bringing the niche brand experience to the consumer, as opposed to being one-sided where usually the brand simply throws some words or creative, hoping to catch people’s attention.