China: This Week In Digital Luxury Marketing

A roundup of new and ongoing digital campaigns launched by luxury brands in China through March 24, 2013, featuring Coach, IWC Schaffhausen, and Lane Crawford:


This week, digital marketing VIP Coach launched a new Weibo campaign, “Coach包包里的秘密” (Secrets in the Coach Bag”). Running through an as-yet-unannounced date, participants who share photos of their Coach bags on Sina Weibo accompanied by their contents have a chance to win a Coach wristlet valued at 750 yuan (US$120). Two gifts will be awarded per week.


To celebrate its global partnership with the Mercedes AMG Petronas F1 Team, IWC is inviting guests to register for and take part in events at select flagship stores in Hong Kong through March 27.  One lucky participant will be drawn from the event raffle and win two round-trip tickets to Shanghai, dinner for two, one ticket to the 2013 F1 UBS Chinese Grand Prix (Shanghai) and two nights accommodation for the winner.

Dates the events ran (or will run) in Hong Kong at:

IWC 1881 Heritage Flagship Boutique: 3/8-9
Shop G12 – G13, G/F, 1881 Heritage, 2A Canton Road, Tsim Sha Tsui, Kowloon, Hong Kong

IWC Prince’s Building Boutique: 3/13-14
Shop G29, G/F Prince’s Building, Central, Hong Kong

IWC Elements Boutique: 3/14-15
Shop 2015, Elements, 1 Austin Road West, Tsim Sha Tsui, Kowloon

IWC Pacific Place Boutique: 3/20-21
Shop 318, Level 3 The Mall, Pacific Place, Admiralty

IWC IFC Mall Boutique: 3/26-27
Shop 1003A, Podium Level One, IFC Mall, ifc Mall, 1 Harbour View Street

TAG Heuer

IWC isn’t the only Swiss watchmaker celebrating the 2013 F1 UBS Chinese Grand Prix in Shanghai, with TAG Heuer holding an online-to-offline (O2O) event. Entitled “竞猜一级方程式中国赛站冠军” (Predicting the winner of the 2013 F1 UBS Chinese Grand Prix”), the event is encouraging Sina Weibo fans to take part in events at select flagship stores in Shanghai, Beijing, Wuhan and Nanjing through April 11.

Participants who get the correct answer on a set of F1-related questions have a chance to win prizes include a helmet autographed by Jenson Button and a TAG Heuer business card holder. Every particpant will receive a TAG Heuer pen.

Lane Crawford

Following up last week’s Alexander Wang quiz, Hong Kong luxury retailer Lane Crawford launched a new quiz this week on its official website, asking the name of Stella McCartney’s classic handbag. One lucky participant who registers for the company newsletter and gives the correct answer will win a leopard-print Stella McCartney handbag.


Fashion, Hard Luxury, Market Analysis, Marketing, Tech