UNIQLO is rolling off a new cross-platform advertising campaign to spread the word about the launch of two new stores of the brand in the USA. The latest marketing effort dubbed «The Faces of the People» features celebrities from all the fields, who embody the light, casual and playful nature of the apparel label. The new campaign stars both well-known human faces and Maru, beloved YouTube cat sensation from Japan, which got featured in a in a new online game, “UNIQLO Lucky Cube with Maru”, which offers users a chance to win nice prizes from the brand.

“The Faces of the People” promotion, which was released ahead of the launch of two new UNIQLO locations in San Francisco (October 5) and New Jersey (September 28) is fronted by a number of individuals, who reached a lot in their careers— Hall of Fame football quarterback Joe Montana, choreographer Benjamin Millepied, singer/song writer Goapele, founder & CEO of Brit + Co. Brit Morin and more (four people in San Francisco and four people in New Jersey). The campaign, which celebrates “the diversity, individuality and inspiration of these regions” is rolling out online, in print, in social media as well as across the cities and around spaces of the current and new UNIQLO venues.

Photo: Singer/producer Amanda Warner, aka MNDR, chef and co-founder of Mission Chinese FoodDanny Bowien, singer/song writer Goapele, Hall of Fame football quarterback Joe Montana in the new campaign by UNIQLO, www.uniqlo.com (Click to enlarge)

For better engagement with consumers, UNIQLO created a series of creative games and competitions, which will deliver fun and positive emotions hundreds of people. One of them is the above-mentioned “Lucky Cube with Maru”, which can be played here. The well-known cat is walking around four red boxes containing prizes, Heat Tech, Ultra Light Down, Blimp Ride, and Mystery Prize—which in my case turns to be a track from Goapele’s album Break of Dawn. “Maru will choose a special prize for you. Once he’s chosen, pick up your prize at the Pop-Up Experience through 9/16 and starting 10/15 at the Union Square flagship [in SF],” says the description to the game. In addition to this, consumers can PSVP for special events at UNIQLO stores in San Francisco.

To celebrate opening of the NJ store, the brand launched the new “UNIQLO Lucky Break” motion sensor video game, which can be played at the UNIQLO pop-up cube venue inside the Westfield Garden State Plaza in NJ. Those with the biggest score will receive prize packages. UNIQLO fans can also enter the “100 Lucky Cubes” sweepstakes here for a chance to receive a prize to be redeemed only in person and at the NJ store.