Uniqlo UK pushes Heattech line with kinetic energy game

Uniqlo is encouraging consumers to convert their “social energy” through kinetic floor surfaces and a pop-up game console in various locations across London.

Designed to promote its thermal Heattech collection, the initiative sees footsteps transformed into energy at the entrance of the Japanese retailer’s flagship store in the UK in order to power digital screens, and custom-made game consoles inviting consumers to “step to generate” in exchange for an item from the line.

These “heat spots” (as pictured) are accompanied by an online version on the Uniqlo UK Facebook page, and a mobile game accessible via QR codes located on the heat spots and in Uniqlo store windows.

The resulting energy from both online and offline, as well as conversations around Heattech via Facebook and Twitter, are then being calculated and showcased on the in-store screens.

The campaign launched in Covent Garden in London on October 25 and continued in the Westfield London shopping centre over the weekend. From tomorrow, Monday, October 29, it will run in Westfield Stratford and Bluewater in Kent.