China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Hublot, Johnnie Walker, Starbucks, Jaeger-LeCoultre, and Lancôme.

Hublot

Just as the FIFA World Cup craze has almost become yesterday’s news, the event’s official timekeeper Hublot has brought the giant countdown clocks to stores in China for its fans to rekindle the memories until early September. Participants who visit stores to take photos with the clocks and upload them onto Weibo or WeChat will have a chance to win gifts.

Hublot


Johnnie Walker

Diageo-owned Scotch brand Johnnie Walker has launched a campaign on WeChat for its Blue Label line. The brand invites participants to watch its short film A Gentlemen’s Wager starring Jude Law and Giancarlo Giannini, and post their “rarity-themed” personal stories containing the keywords “rarity” and “Blue Label” on WeChat or Weibo. The top contestant will be awarded a trip to London and a potential chance to meet with Jude Law.

Johnnie Walker copy


Starbucks

Starbucks has created yet another Mid-Autumn Festival campaign to interact with its fans. This “Heartfelt Greetings” app provides a piece of virtual paper reminiscent of children’s Chinese writing worksheets from school, and allows users to create hand-written greeting messages to share on social media.

Starbucks


Jaeger-LeCoultre

Swiss luxury watchmaker Jaeger-LeCoultre has launched a prediction contest on Weibo featuring actor Feng Shaofeng from the 71st Venice International Film Festival closing-night film, The Golden Era. Now through September 5, participants are invited to predict which watch model Feng will be wearing to the festival. Those with the correct answer will have a chance to win Feng’s autograph.

Jaeger-LeCoultre


Lancôme

Lancôme has brought users’ reviews onto Weibo. In the campaign featuring Génifique, the Little Black Bottle, Lancôme invites participants to share their reviews of the product for an opportunity to win skincare products.

Lancome

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Social Media, Tech