Alibaba’s offline event marketing arm Tmall Camp is currently making waves with a new partnership that brings together Haier, Midea, Pechoin, and CASETiFY. To be held at Disneytown at Shanghai Disneyland from November 5 to 20, this new collaboration dubbed ‘Encounter a New Wonder’ coincides with Double 11, China’s largest annual online shopping festival.
This initiative follows Tmall’s previous successful venture with Tommy Hilfiger, where they created the Tommy Adventure Journey pop-up store. Now, Tmall is once again transcending traditional online shopping boundaries by providing a physical space for customers to interact with products in a magical Disney setting. With over 13.9 million views and 111,000 interactions from its Weibo (China’s Twitter) hashtag so far, the event has been gaining popularity due to its social media raffle where participants can enter for a chance to win tickets to Shanghai Disneyland.
Strategically crafted to attract consumers during the height of their shopping enthusiasm, Tmall’s collaborative venture with these four brands shines a spotlight on the power of experiential marketing in today’s digital era. By crafting an engaging, multi-brand event at a venue as iconic as Disneytown, and timing it to coincide with a major shopping festival, Tmall positions itself for maximum visibility and engagement. Moreover, each brand—Haier, Midea, Pechoin, and CASETiFY—brings its own customer base, market appeal, and brand identity to the event which can allow for more cross-promotion and drive new customer acquisition.