Tmall relaunch event wins major industry awards


Tmall relaunch event wins major industry awards

Total Immersion is proud to announce that global brand experience agency Jack Morton Worldwide won 2 major industry awards for its Augmented Reality based work on the relaunch.

Jack Morton is the proud recipient of the Stevie Gold Award for Best New Product Introduction Event and the Marketing Event Awards Bronze for Best Digital Integration. is one of the world's largest shopping hubs — a Chinese hybrid of Amazon and eBay — and is operated by Taobao.

Tmall launched its visual identity earlier this year at a 3 day event in Beijing. was keen to position itself as not only a leading shopping hub but a showcase for the future of shopping itself.

But how to get 1.3 billion consumers excited about the revamped site?

The answer: An extraordinary, interactive installation powered by augmented reality (AR) to bring the digital world into the living world.

Watch the video on Youtube. Watch the video on Youku.

Jack Morton, with Total Immersion providing technological support, designed eight consumer-inspired living spaces in an exhibition space the size of a traffic intersection. Guests were given iPads to share their experiences live.

Augmented reality enabled guests to try on items. Guests could try on clothes, eyewear and jewelry, test different devices, and play with gaming systems.

Everything featured in this hybrid real-virtual TMall world was available on the website and could be purchased instantly with the iPads.

The results were extremely positive with 25 million views on Youku, 3000+ Weibo posts, coverage on 10+ TV channels, 50 Chinese newspapers, and 1000 online media outlets. In the end, there were 3,000,000 reposts and comments and around 26,000,000 media impressions.

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