China: This Week in Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China this week, featuring Four Seasons Hotel Shanghai, illycaffè, Audi, TAG Heuer, and Sephora.

Four Seasons Hotel Shanghai

Four Seasons Hotel Shanghai in Puxi (上海四季酒店_浦西) has launched a “Four Seasons Hotel Shanghai May Surprise” (#上海四季酒店五月惊喜#) campaign on Weibo. Participants who follow the hotel’s Weibo account and refer its page to three friends by June 10 are entered to win a dinner buffet for two at the hotel’s coffee bar.

With Children’s Day around the corner, the hotel has also prepared a lively children’s playground, offering a free special buffet for under-6-year-olds accompanying adults at the hotel’s coffee bar.



The italian premium coffee brand illycaffè has come up with an appealing Weibo campaign entitled “Red Storm, Invited by illy” (#红色风暴,illy共邀#) for coffee fans and auto enthusiasts. Through May 27, participants were asked to follow illycaffè’s official Weibo account and refer the Weibo campaign to five friends. The top fifty participants who retweeted and commented the most were awarded two free tickets to the upcoming “Ferrari Racing Days” event (June 1-2) at Shanghai Circuit.



One of the most popular luxury auto brands in China has launched a Weibo “Share the Pleasure of Audi quattro Cup” (“#Audi quattro Cup#【愉悦共享】) campaign. Presented annually in China since 2004, the Audi quattro Cup is one of the largest mainland golf competitions of its kind; this year it’s offering amateur golfers a chance to win a new Audi Q3 in its “Hole-in-One” competition. From May 22 to June 28, participants can refer the Weibo campaign to three friends for the opportunity to win an array of prizes.


TAG Heuer

Continuing its winning partnership with Automobile Club de Monaco (ACM), the governing body of the most glamorous race in motor racing, last week TAG Heuer launched a “Monaco” Q&A Weibo campaign, asking participants to share what they think of in response to the word “Monaco.” TAG Heuer offers a few examples, such as “F1’s most difficult track,” “Celebrity-studded dinner party,” “Magnificent scenery of the city,” and “cool TAG Heuer Monaco watches series.” Participants who responded and retweeted through their Weibo accounts by May 27 were eligible for a chance to win a TAG Heuer Racing Wheel watch.



After the success of its Mother’s Day “My Beauty Style” (#我的美力Style#) Weibo campaign, Sephora has launched a new “Sephora Star” (#Sephora Star#) campaign. Participants are asked to refer the campaign’s video, featuring “Five-minute summer colors makeup,” to three friends by May 31. Three winners will receive jewel-decorated Sephora makeup palettes.