China: This Week In Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China through March 3, 2013, featuring Chow Tai Fook, Maserati, and IWC Schaffhausen.


Celebrating the release of its new Quattroporte series, Maserati is giving away special branded passport covers to Sina Weibo followers who correctly answer the question, “What’s the top speed of the Maserati Quattroporte?” To receive their passport cover, participants must retweet the campaign to three friends.

Folli Follie, Links of London and IFC Shanghai

To celebrate International Women’s Day (March 8), IFC Shanghai, Folli Follie and Links of London are holding a joint Weibo event offering 10 gifts (five Links of London bracelets and five Folli Follie cosmetics bags) to participants who retweet a promotional message and follow all three companies.

Givenchy Beauty

Through March 2, users who retweeted a promotional Givenchy Beauty message and tweeted about their love of Givenchy Le Rouge lipstick had a chance to win a tube.

IWC Schaffhausen

To thank fans who watched the first installment of its “Globetrotter” video series (previously on Jing Daily), IWC Schaffhausen is holding a Weibo event, encouraging fans to vote if they have visited any of the three Beijing museums mentioned by the video’s subject, Wang Luyan. One lucky participant will win a prize package including a Beijing City Guide, restaurant voucher worth 500 yuan, and an IWC branded portable charger.

Chow Tai Fook

This week, Chow Tai Fook’s ongoing “爱之匙,心之锁” (Key of Love, Lock of Heart) campaign on Sina Weibo (previously on Jing Daily) added a love quiz to keep the buzz going.


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