As part of this year's SXSW festivities, mass fashion retailer Uniqlo teamed up with online marketplace Spring to launch a mobile ice cream shop. While SXSW is often a hotspot for tech innovation, this unique partnership demonstrates that retailers are looking for equally creative ways to market their products.
The mobile ice cream truck was rolled out during SXSW as a way to promote Uniqlo's new products on Spring's ecommerce platform. Adorned with eye-catching 'Shop Uniqlo on Spring' decals, the truck traveled around Austin giving out vegan fruit pops made by the Texas-based company GoodPop popsicles. To make the truck even more appealing to festival attendees, lucky customers were also gifted a Uniqlo UltraLight Vest with custom Pin Trill pins.
While pop-up shops are nothing new, the Uniqlo x Spring partnership marks the first time that the retailer is selling its products in conjunction with another ecommerce platform.