Alibaba Taps Virtual Influencer Noonoouri for Tmall Luxury Pavilion
China’s largest e-commerce company, Alibaba, has tapped the computer-generated influencer Noonoour for Tmall Luxury Pavilion while also launching a new mobile game for the figure, as it upgrades content offerings to drive more brand engagement. Noonoouri, with 307,000 followers on Instagram, has also inked a deal with Vogue China, allowing the Conde Nast title to represent the virtual influencer in all matters related to greater China exclusively. The digitally-generated influencer will be “traveling” to a new city each week, wearing designer clothes and luxury handbags. British brand Mulberry was the first brand to collaborate with Tmall Luxury Pavilion and Noonoouri. With the brand, Noonoouri has “appeared” in Tokyo, where the brand has been rolling out workshops and live music performances as part of its My Local” campaign, as well as a pop-up store hosting the launch of Mulberry’s new Iris bag. Online users can also play a game with Noonouri–doing activities like mixing and matching her outfits, reading her letters from the road, while earning points. Players can then use those points to win shopping vouchers, limited-edition bags or the top prize, a new Iris bag. Screenshot of Tmall Luxury Pavilion’s new game starring “noonoouri in Mulberry. Courtesy Photo Lili Chen, Tmall’s Luxury Pavilion general managerFollow WWD on Twitter or become a fan on Facebook.
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