DeNA’s Mobagatown site, which hit 5 million users with over 400 million daily page views back in May, has announced an interesting summer Yukata campaign. In co-operation with Aeon dept. store the companies have set-up a virtual avatar catalogue from which members can build, for a modest fee, their outfit based on actual products complete with best dressed contest prizes. This would seem to be a rather slick ad. campaign ultimately designed to drive purchases of the real thing just in time for the summer matsuri (festival) season. The company ran a similar campaign for Nike where customers who bought physical goods were rewarded with virtual prizes.
Shameless Plug: WWJ has two mobile SNS research reports, from our partners at Infinita, see the Mobagetown whitepaper (table of contents .PDF) and their recent overview post about this popular service. We also have a quick peek-a-boo video of Mobaga Here as well.