China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through August 20, featuring Marie Claire, Diesel, Chow Tai Fook, Infiniti, and Guess.

Marie Claire

With Chinese Valentine’s Day (七夕节) around the corner, women’s magazine Marie Claire invites its fans — single, in a relationship, or married — to share their dream honeymoon or their unforgettable honeymoon experience. Now through August 20, participants are asked to write a post with at least 100 words and five pictures, titled “Honeymoon Trip” on Marie Claire’s travel forum. Top eight participants will be awarded a “Best Bride Prize” — an Avène Tolerance Extreme set; five participants will be awarded an “Amour Prize” — a white Marie Claire travel bag.

Marie Claire


Diesel

Italian apparel company Diesel has also launched a campaign on Weibo celebrating Chinese Valentine’s Day. The brand challenges its fans to break the spell of the sentiment that “public displays of affection lead to break-ups” (秀恩爱,分手快) and show their “fearless love” (#逆爱无惧#) online. Now through August 10, those who follow Diesel’s official Weibo page (@DIESEL能量补给站) and use the  icon to refer the post to their partners will have the chance to win three bottles of Diesel’s Loverdose perfume with their partners’ names engraved on them.

Diesel


Chow Tai Fook

Hong Kong-based jewelry group Chow Tai Fook is yet another brand which has launched a campaign to celebrate the upcoming Chinese Valentine’s Day, opting to use the ubiquitous Angry Birds trace back to an ancient Chinese legend. The brand invites its fans to go on its campaign page and “send their single friends onto the bridge of magpies”  (#送TA上鹊桥#) and set them up. Now through August 18, participants who follow Chow Tai Fook’s official Weibo page (@周大福) and refer the post will have the opportunity to win an Angry Bird gold pedant and other gifts.

Chow


Infiniti

Japanese auto company Infiniti, in partnership with Canada’s Cirque du Soleil, has launched a campaign on Weibo featuring its sponsorship of “Michael Jackson: The Immortal World Tour”. Participants who refer the campaign post to three friends and answer the two questions “Which company sponsors Cirque du Soleil?” and “Which Michael Jackson song is your favorite?” will have the chance to win a pair of free tickets to the show in Beijing.

Infiniti


Guess

American apparel company Guess invites its fans to show their fashion attitudes on their wrists.  Now through August 12, participants are asked to follow Guess’s Weibo page (@GUESS中國) and upload pictures of themselves wearing a Guess watch with the hashtag “Today I am the most trendy” (#今天我最潮#). Guess will select the trendiest participants and award prizes.

Guess

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