I was browsing through those yoga pants on lululemon.com when i found this tab:

I like the line “unlock the gift of yoga”. The word “unlock” adds a mysterious feel and the other key word “gift” just invites people to click the tab. Well, that’s how I found myself in this webpage http://www.lululemon.com/giftofyoga/?cid=hpgoy, which reveals what the gift is about. Basically, Lululemon is giving away free yoga passes to people who Check In on their mobiles at a Lululemon store. This marketing strategy is brilliant as it promotes yoga to its potential consumers, while adding value to its brand. There’s also a clear statement on the whole purpose behind this campaign noted on the webpage: “Because we think that yoga can bring us all together and change the world.” Isn’t this campaign super inspirational? Just like how Lululemon has always positioned itself as yoga-inspired athletic apparel. The downside, however, is that people who do not own a smartphone have no chance in getting the gift. Could it be that Lululemon wants to target people who own smartphones? Or this simply means it’s time to get a new phone and join the trend?