[OOH] Musinsa×Zigzag: The Fake Feud That Sold Summer
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Everyone loves watching a fight. One billboard set the stage, social media did the talking, and coupons closed the deal.
![[OOH] Musinsa×Zigzag: The Fake Feud That Sold Summer](/notion/82c258542dd77f62.jpeg)
What happened
- It all started with one billboard in Seongsu-dong. People snapped it and posted it on their own
- Musinsa's official Instagram clapped back, and brands on the platform jumped into the comments
- Zigzag doubled down with the coupon code '무쉰사' (a playful misspelling of Musinsa) for an extra 10% off
- Musinsa didn't sit still. It launched a '지긁재긁' coupon (a jab at Zigzag's name), plus a tier upgrade for anyone who verified their Zigzag membership
- TL;DR: Spark with OOH → Amplify on social → Convert with coupons
Why it works
- Point 1. When the coupon code is your competitor's name, typing it makes users think of both brands
- Point 2. The tier matching was the smartest move. It killed the "but I'll lose my tier if I switch…" hesitation
- Point 3. Brands joining the fight on their own? That's trust money can't buy
- One catch: this only works when audiences overlap but the products aren't direct substitutes. In a true zero-sum market, it's just bleeding cash