Musinsa × Zigzag Cross-Promotion
Creative
OOH diss → SNS virality → competitor coupon code integration — a 3-stage viral engine designed to look spontaneous
What happened
- Street OOH ad in Seongsu-dong sparked organic SNS buzz
- Musinsa's official Instagram reacted + brand tenants amplified in comments
- Zigzag launched coupon code '무쉰사' (Musinsa misspelled) for 10% extra discount
- Musinsa countered with '지긁재긁' (Zigzag misspelled) coupon + tier-match upgrade for verified Zigzag members
- Structure: OOH (trigger) → SNS (amplify) → Coupon (convert)
Why it works
- Competitor's name as coupon code — typing it = involuntary brand recall
- Tier matching eliminates switching cost to zero
- Brands voluntarily joining = proof of platform loyalty
- Prerequisite: overlapping audience but not direct substitutes