If there is a crowd of people on a website, people can know which site is “in” now.To create a big buzz about the special sale and the UNIQLO website, we invented a “waiting line” on a website.We made people make a waiting line: “UNIQLO LUCKY LINE” for the special sale on the UNIQLO website using Twitter and Facebook. If people made tweets, they could join the line and get discount coupons for real stores.We also provide a way from the website to the real stores. We gave discount coupons according to the number of the waiting line. People were not only playing on the website, but they went to the real store with the coupon.

The world’s first waiting line on the website created a big buzz. Tons of people made a line on the UNIQLO website: 180,000 people in Japan, 630,000 in Taiwan and 1,300,000 in China. “UNIQLO LUCKY LINE” once became the top worldwide trend word on Twitter. People also made a line in front of the real stores, and UNIQLO set a single day sales record in Japan of more than 10 billion yen.