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.

Cadillac 

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.


Maserati

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.


Maybelline

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.

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Beauty & Health, Industry Sectors, Marketing & Branding, Social Media, Tech, Transportation