China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Starbucks, Max Factor, Cadillac, Sheraton, and Tissot.


Starbucks has launched a WeChat campaign featuring the second most important holiday of the year in the Chinese culture—the Mid-Autumn Festival (also known as the Moon Festival). In the WeChat game, participants will receive Mid-Autumn Festival wishes from Starbucks, and are able to virtually “host a gathering” to test their popularity. Those who are the most “popular” are more likely to win free Starbucks mooncake giftboxes and coupons.


Max Factor

Cosmetics company Max Factor recently put three makeup sets autographed by Malaysian musician Shila Amzah for auction on WeChat. The 24-hour bidding took place on August 6.

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A couple years ago, American automaker Cadillac started to employ smartphone gestures on its control interface, the CUE system. Today, the gestures are used in the brand’s WeChat campaign to engage its fans. In this WeChat game aiming to introduce technological innovations of the new ATS-L sedan, users are able to use different touchscreen gestures to see each new feature in a fun way.

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Sheraton Haikou Resort in Hainan hosted a talk on green eating. Fans were able to participate the campaign by sharing their healthy living tips on WeChat and attending the talk at the hotel to enter a drawing to win a night’s stay at the hotel, buffet vouchers, and healthy-living workshop admissions.

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As the official timekeeper for the 17th Asian Games at Incheon, South Korea, Tissot has launched a fun WeChat game, inviting fans to cheer and help “wind the watch” by holding their smartphones and rotating it clockwise as fast as they can. Three levels of challenges are available: 10, 20, and 30 seconds. After each round, participants are able to send cheers to athletes at the games. Top “watch winders” will win autographed gifts by Chinese pop star Han Geng, Tissot pace counters, or flashlights.

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