China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Lane Crawford, Porsche, W Hotel, De Beers, and IWC.

Lane Crawford

Upscale department store Lane Crawford recently hosted a photo contest titled “See Happiness Everywhere” on Instagram, asking participants to show photos of “what make them happy” during the a 10-day period starting on June 20. One winner will be selected and will be able to take home a HK$5,000 gift card.

Lane Crawford


Porsche

Porsche recently launched an online car racing game featuring its Cayman GTS model and invited fans to share their game scores on Weibo. Three participants with the highest scores will win a Cayman GTS model car. In late June, the company also launched the Chinese-language version of the Boxster GTS Routes mobile app, which allows sports car enthusiasts to search for, rate, record, and share driving routes with other users. Those who shared app screenshots of their routes on WeChat were eligible to win a Boxter GTS model car.

Porsche


W Hotel

W Hotel China has created a photo contest titled “Heat Wave at W Hotel” on Weibo, and is inviting participants to share photos of themselves “cooling off.” Winners will be awarded a two-night stay at any Asia Pacific W Hotel and a pair of admission tickets to the hotel’s WET pool party.

W Hotel 2


De Beers

To celebrate the De Beers jewelry show that took place in Shanghai in late June, the diamond jeweler invited its visitors to share their comments on the show on Weibo and tag two friends for a chance to win gifts.

De Beers


IWC

High-end Swiss watchmaker IWC has created a quiz contest on WeChat featuring eight questions on the history and functions of its diver’s watch collection. Now through July 27, participants will have one chance to follow the instructions and answer questions on WeChat. Those who correctly answer all questions are eligible to enter for a draw for prizes, including being a limited-time owner of an Aquatimer for three months, IWC-branded beach bags and caps, and autographed scenery pictures.

IWC copy

 

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Social Media, Tech