China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Ray-Ban, Audi, L’Oreal, Blancpain, and BMW.

Ray-Ban 

American sunglasses brand Ray-Ban has been active on Chinese social media with several campaigns on WeChat and Weibo. A campaign that roughly translates as “Unhidden: Born with Talents” encourages fans to show their true colors, featuring a series of 10 games including a personality test, creating a manifesto, recording a love song, generating a picture with special effects, a sharp-eye challenge (a luxury-item version of the Fruit Ninja), and so on. In another campaign that roughly translates to “The Back-to-School ‘Rays’” (“ray” is homonymic to “thunder” in Chinese, which is a neologism meaning “surprise”) that celebrates a new semester, Ray-Ban is asking participants to upload pictures of their schoolmates or themselves who return school with a surprising new style or makeover.

Ray Ban


Audi 

In collaboration with movie Dearest by Hong Kong director Chen Kexin, Audi launched a campaign to give away tickets to the movie’s Beijing premiere. Participants were asked to share the campaign post on WeChat, and send the screenshot to the brand for a chance to win tickets.

Audi


L’Oreal

L’Oreal is inviting fans to brainstorm questions for CEO Jean-Paul Agon in an upcoming interview. Participants are asked to submit questions related to the “beauty for all” theme on QQ.com for a chance to win a gift from the brand. Three outstanding questions will be selected to use in the interview.

L'Oreal


Blancpain

In a collaboration with Lamborghini, Swiss luxury watch manufacturer Blancpain is hosting a quiz contest on its L-Evolution collection to give away tickets to the 2014 Super Trofeo Shanghai race.

Blancpain


BMW

BMW has launched a contest titled “A Car with Stories,” inviting participants to write a post with pictures about their “BMW stores” on Weibo, or share the stories in a video format on Youku through the end of the year. Participants will have a chance to win BMW bumper stickers or a trip overseas.

BMW

 

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Social Media, Tech