China: This Week In Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China through March 17, 2013, featuring Alexander Wang, Louis Vuitton, and Moët & Chandon:

Lane Crawford

Through March 20, users who log in to Lane Crawford’s website and correctly answer the question, “Which design school did Alexander Wang graduate from?” then enter contact information and tweet about the promotion on Weibo have a chance to win an Alexander Wang handbag.

Neiman Marcus

Through March, new subscribers to the Neiman Marcus newsletter, who tweet about the retailer on Sina Weibo, have a chance to win a 5,000 yuan gift certificate. Lucky winners will be announced once per week throughout the month.

On March 8, Neiman Marcus had a systematic error that accidentally rewarded a 5,000 yuan credit to every participant. The company immediately posted a letter of apology and invalidated the credits. To avoid fostering further ill will among participants, Neiman Marcus provided every participant with a 500 yuan shopping credit.

Louis Vuitton

Louis Vuitton — via its official WeChat account — announced plans to launch its “Art of Traveling” exhibition in four cities starting March 17, stopping first in Guangzhou. The exhibition features photos and stories of the history of traveling (and evolution of modes of travel) through the lens of Louis Vuitton products.

Ritz-Carlton Shanghai Pudong

The Ritz-Carlton Shanghai Pudong created a Weibo event called the “‘Paris of the East’ girls-only hotel package” (“东方巴黎”女士尊享住宿套装). Participants — only females can enter — are encouraged to post photos of themselves with their best friend along with a message for the other person on the event page, and “@” the Ritz-Carlton Pudong’s official account. Lucky participants may win a special surprise.

Moët & Chandon

To celebrate March 14 — called “White Valentine’s Day” and celebrated in Greater China — Moët & Chandon chose one participant who shared a photo of him/herself with their partner and sent an “@” message to Moët on Sina Weibo to win a bottle of Rosé Impérial champagne.

IWC Schaffhausen

Continuing its online voting campaign (previously on Jing Daily), luxury watchmaker IWC put a new question up for vote on Weibo: “How would you start a trip around the world?” Participants have the chance to win tickets to art events or an IWC branded USB travel pack.


Marketing, Tech