Uniqlo Storms Pinterest With Scrolling Campaign [VIDEO]

  June 26, 2012 by Lauren Indvik 15

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Uniqlo and New York-based agency Firstborn unleashed a visual campaign on Pinterest Monday that’s caught the attention of the wider web.
Using more than 100 shell accounts, a team of more than a dozen simultaneously pinned rows of long graphics in a five-category takeover (see video above). As users scrolled, the graphics appeared animated in the style of an old film strip.
Many responded positively to the campaign, calling it “clever” and “creative.” Others were less enthused, arguing it was “still just an ad” that fails to provide an interactive experience for consumers.

Interestingly, only one of the tweets I came across suggested that Uniqlo had spammed the social network. “To be honest, I thought there were going to be more negative reactions,” Dan LaCivita, president of Firstborn, remarked in a phone interview. “Some people are saying we hacked Pinterest, but we didn’t change or alter their system.”
SEE ALSO: 5 Interesting Pinterest Marketing CampaignsLaCivita said he and his team came up with the idea after realizing there was no limitation on the length of images users could post to Pinterest. “Once we found out we could post images that were thousands of pixels of long, we decided to set up a series of shell accounts so we could post six images in a row simultaneously.”
The takeover is certainly creative and praiseworthy for being the first, but should other companies attempt imitations, Pinterest is likely to have a spam problem on its hands. I’ll be interested to see whether the social network enforces limits on image lengths after the Uniqlo stunt.
Are you a fan of the Uniqlo campaign? Or would its appearance in your feed strike you as spam?