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Zegna’s XXX launch takes in experiential event and WeChat link-up

Luxury Italian menswear brand Ermenegildo Zegna unveiled a WeChat Interactive Partnership late last week, to celebrate the launch of its latest XXX collection, its more urban, relaxed offer.

Taking place in Shanghai over three days from last Friday to Sunday, the partnership “form[ed] part of the digital transformation of Zegna,” with a special event experience that was anchored through WeChat, whereby event attendees could connect their WeChat ID and interact both digitally and physically with the brand.

The launch event was held in the Modern Power Station of Art contemporary art museum in the city with an exclusive China capsule collection being unveiled. Ermenegildo Zegna’s artistic director Alessandro Sartori, together with XXX campaign star William Chan and about 500 guests, were present. 

But it was the WeChat element that was really interesting. The customer journey began with a digital invitation to the event which generated a unique QR code that was then activated on entry to the venue via a microchip-enabled leather wristband. This then connected with attendees’ WeChat ID to unlock a variety of emotional, creative and competitive experiences throughout the venue.

These experiences included: ‘Bold’, which was the entrance QR and WeChat ID bonding activation area flagged by graphic LED installations; ‘Creative’ where attendees could create digital graffiti; ‘Iconic’ where they could make their own unique image; ‘Expressive’ that saw them taking part in a DJ battle; and ‘Progressive’ where they could make their own music video.

The XXX collection and exclusive capsule within the event venue was also totally shoppable, enabled by that QR code. And connecting the digital with the physical, on completion of the experience journey, each attendee had the opportunity to have their event behaviour analysed via the wristband microchip to produce a personalised attitude report and product recommendation that reflected their XXX collection personality. 

Other than recording and analysing their experience, at each corner, there were opportunities to either engage or produce content digitally for WeChat. 

Sartori said the aim was “to create a unique experience for our guests to attend our event that connected their physical and digital worlds because this is how consumers are today.”

 

Liked this? Find out how WeChat is being used by brands in WGSN’s Insight report, WeChat Mini Programmes: Winning Strategies

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