China: This Week In Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China through February 23, 2013, featuring Longchamp, Ritz-Carlton, and Cadillac.


Do you know how long Canadian model Coco Rocha has been working with Longchamp? Three participants who answer the question correctly by February 25 on Longchamp’s Weibo account will win a Veau Foulonné tote bag worth 480 yuan (US$77).

Ritz-Carlton Pudong, Shanghai

From February 22-24, guests who book rooms at Ritz-Carlton Pudong, Shanghai via a Weibo private message will receive a free upgrade to a river-view room (600 yuan ($96) value), a free breakfast buffet, and free parking.

Event page


Coach will award a special gift to one lucky participant who shared his or her favorite handbag on Coach’s official Weibo by midnight, February 22.

Lane Crawford

Create a your own commercial shoot on the Lane Crawford website for a chance to be one of three weekly winners who’ll receive a shopping gift card worth up to 4,888 yuan ($784). For more information, visit the event website.

Jeep & Cadillac

Celebrating the Chinese Lantern Festival (February 23-24), Jeep and Cadillac are simultaneously launching similar Weibo campaigns called the “Jeep Lantern Festival” and “Guessing Lantern Riddles,” respectively. Both campaigns will post riddles, giving participants with correct answers a chance to win a Jeep model car or an autographed photo of Brad Pitt, the newest face of Cadillac in China.

Jeep event page

Cadillac event page

Michael Kors

Share your thoughts about the Michael Kors Fall 2013 collection on the official brand Weibo for a chance to win a new year’s greeting card from one of the show’s runway models.


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