China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Kate Spade, Dolce & Gabbana, International Watch Company, Sephora, and the Peninsula.

Kate Spade

American fashion house Kate Spade celebrates the Mid-Autumn Festival by launching a sky lantern-flying game on WeChat. Through the end of September, users can participate in this long-lasting Chinese tradition virtually, from choosing a lantern color, writing wishes and greetings on it, inviting friends to fly the same lantern via QR code-scanning, to finally “releasing” it to the night sky. Participants are invited to leave their personal information for a chance to win gifts from Kate Spade.

Kate Spade

Dolce & Gabbana

Italian luxury fashion house Dolce & Gabbana also goes back to Mid-Autumn Festival’s family reunion tradition, and invites Chinese fans on Weibo to upload their family portraits onto the D&G Family gallery.


International Watch Company

Swiss luxury watch manufacturer IWC has launched a WeChat contest to select fans to participate in watchmaking classes with the brand’s legendary perpetual calendar master, Kurt Klaus. The one-day class will take place in four Chinese cities, including Harbin, Tianjin, Wuxi, and Chongqing. The WeChat contest is designed in two parts: a multiple-choice question on the brand’s perpetual calendar characteristics, and a  “watch-lover’s postcard,” in which the participants will take a creative picture of their IWC watches and write a one-sentence personal message. Five top contestants in each of the four cities will be admitted to the class.

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Continuing the “lavender-filled teddy bear” sensation in China, Sephora has launched a campaign roughly titled as “Sweet BFFs, Pink Messages” on WeChat to give away pink talking teddy bears. Now through September 24, participants are asked to take pictures with their BFFs, decorate photos with pink elements using the app, and share them on WeChat’s Moments for an opportunity to win coupons and teddy bears.

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The Peninsula

The Peninsula Shanghai has launched a mobile game called Flappy Bike for the upcoming “Tour de Bund Charity Ride” it is hosting in late September. Ten game players with the highest scores will be awarded prizes, including afternoon tea vouchers at the hotel, free participation in the Tour de Bund Charity Ride, and sports water bottles.

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