China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Ferrari, Lane Crawford, Kate Spade, Guess, and DKNY.

Ferrari

Ferrari is hosting a Weibo quiz contest from April 14 to 18 featuring its California T model. Every day, the brand is asking one question and randomly awarding a pair of tickets to the Beijing Auto Show to one participant with the correct answer.

Ferrari


Lane Crawford

Hong Kong luxury retailer Lane Crawford has launched a photo contest titled “Instapack” on Instagram, asking participants to follow the brand’s official Instagram account and to tag photos of the items to pack in their suitcases. In this four-week contest that ends in mid-May, one winner will be selected each week and be awarded Rimowa Topas Stealth luggage.

Lane Crawford


Kate Spade

American fashion house Kate Spade has launched a campaign on WeChat as a part of its “Travel Colorfully,” monthly campaign, in which the brand releases collections inspired by different locales. Now through May 12, participants who follow instructions and reply with a message to Kate Spade will receive a digital “ship boarding pass” to this month’s theme—Monaco, and enter for a draw to win a Lott Street Francis handbag.

Kate Spade


Guess

American fashion house Guess has launched a “Spring Outing” photo contest on WeChat, asking participants to share the post on WeChat’s Moments and submit photos related to the theme. In late April, the brand will select ten photos for a vote. The ultimate best photo will be made into Guess’s newest downloadable mobile wallpaper and the submitter will win gifts.

Guess


DKNY

To celebrate DKNY’s 25th anniversary and Easter, the brand has launched two campaigns on Sina Weibo. Now through April 20, fans are encouraged to retweet the campaign post and write birthday greetings to DKNY for a chance to win gifts. Participants who upload a picture of themselves with the DKNY Easter egg at Shanghai Jing An Kerry Centre will have the opportunity to win handbags.

DKNY

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Social Media, Tech