Inside Asian Gaming

IAG JAPAN DEC 2021 102 ALL-IN DIGITAL loyal customers with “blind” boxes has also proved a valuable engagement tool and at the same time stimulated further repeat sales of “blind” boxes by these customers on their own account. The spectacle of discovering the content of the “blind” boxes has proved a social media phenomena in its own right, with customers sharing videos on their own moments channels, thereby generating further exposure and interest from friends and followers. Tmall reports that customers will consider spending large sums on “blind” boxes each year if the content is high value, rare or unique. Brands have found that such digital “blind” box promotions can dramatically increase traffic to WeChat and social media accounts with a greater chance of attracting new and younger customers. Companies in the luxury segment have been especially active in using the digital promotion to generate interest among entry-level and younger customers, and companies from the travel, beauty and fashion sectors have all used digital “blind” box promotions in marketing campaigns. Digital advancements have opened the way to a new universe of marketing constructs that support digital to offline crossovers. Companies will need to reconfigure marketing strategies to incorporate the new digital asset forms and metaverse platforms, in order to remain current and meet customers’ expectations for next-generation consumer engagement and experiences.