China: This Week In Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China through March 10, 2013, featuring Cadillac, Chow Tai Fook, and Maserati.


Through March 31, Cadillac is running a competition on its Sina Weibo page in celebration of the 10-year anniversary of the Chinese auto magazine Trends Car (座驾Car). The competition encourages users to answer multiple-choice trivia questions, follow Cadillac and Trends Car on Weibo, and retweet the campaign to two friends for a chance to win special branded Cadillac gifts.

Chow Tai Fook

To commemorate International Women’s Day on March 8, from March 7-9, three users who followed Chow Tai Fook’s Sina Weibo account and mentioned it in tweets to friends were chosen at random to win a diamond necklace.


Continuing its Quattroporte promotional campaign, Maserati posted a crossword puzzle challenge on its Weibo page. Users who get the most correct answers and retweet to three friends have a chance to win branded Maserati keychains.


Through March 31, those who follow Maybelline’s Weibo page and retweet to three friends have a chance to win one of 10,000 tubes of “The Rocket” mascara. All participants receive a 5 yuan discount towards makeup purchases on Maybelline’s Tmall store. To date, nearly 33,000 users have taken part in the campaign.


Beauty, Market Analysis, Marketing, Tech