China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through December 23, featuring Grazia, W Hotels, Sheraton, L’Oreal, Audi, and Guess.

Grazia and W Hotels

Women’s magazine Grazia and luxury hotel chain W Hotels has collaboratively launched a campaign titled “W Fashionista Show” (Chinese: W型人秀). Now through December 30, participants are asked to upload fashion street shots of themselves to Weibo based on the designated weekly themes. One winner will be selected each week, and the six weekly winners will compete in a finale at W Hotel Guangzhou in January. The ultimate winner will be awarded a free 10-night stay at any W Hotels location in the Asia-Pacific area, an appearance in Grazia, and a free one-year subscription to the magazine.

Grazia


Sheraton

Sheraton Shenzhen recently launched a campaign on WeChat featuring its gigantic new LED billboard on the building of the International Finance Center. The hotel showed a picture of the billboard, and asked its fans to reply with answers to the questions, “How many floors do the billboard cross?” and “Where is the billboard is located?” for the chance to win a travel mug from Sheraton.

Sheraton


L’Oreal

French cosmetics and beauty company L’Oreal has launched a campaign on Weibo entitled “Celebrities’ Lip Makeup” (Chinese: 欧莱雅明唇妆), asking its fans to name the favorite L’Oreal lip gloss number of pop singer Li Yuchun, actress Fan Bingbing, or model Barbara Palvin, in the format of “____’s favorite lip gloss number for winter is ___”, and refer the post to three friends. Five participants will be awarded a tube of L’Oreal Paris Shine Caresse.

L'Oreal


Audi

Audi has launched a campaign called “Audi’s Snow Season” (Chinese: 奥迪冰雪季), featuring its SQ5 high-performance crossover’s release and the upcoming 2013-14 FIS Freestyle Skiing World Cup at Beijing’s “Bird’s Nest” Olympic stadium in late December. From December 5 to 15, those who participate in the sweepstakes on Audi’s WeChat account will have the chance to win a two-day pass to the competition in Beijing.

Audi


Guess

American fashion house Guess has launched a campaign on Weibo, asking its fans to use the last five digits of their cell phone numbers and the “random sentence generator chart” it provides to form a fun sentence. Those who share their sentences on Weibo will have the opportunity to win a gift from Guess.

Guess

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