Three Winners Will Receive Limited Edition Valentine’s Day Necklaces
Perhaps recognizing that Chinese fans are often willing to put a great deal of effort into online giveaways and competitions, Montblanc recently launched a Valentine’s Day-themed Sina Weibo contest, “Bridge of Love” (爱情之桥). The contest, which is far less complex than other recent digital efforts like Buick’s recent augmented reality app competition, encourages users to write virtual love letters and place them inside “love locks” (爱情锁), which hang on the animated Bridge of Love. Upon completing and sending love locks to their intended recipient, users are then encouraged to follow Montblanc’s Weibo page and spread the word about “Bridge of Love” to their followers.
On February 28, three participants will win a limited-edition Montblanc Valentine’s Day necklace. To date, 170 users have created love locks.