China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through September 15, featuring Femina, Chow Tai Fook, Rado, Sephora, Nickel, Audi, and L’Oreal. Femina and Chow Tai Fook Chinese female-oriented magazine Femina, in partnership with Hong Kong-based jewelry company Chow Tai Fook, invites its fans to participate in its Fashion Tour event (时髦巡游), which will take place on July 27 and 28 in Beijing. Participants who refer the campaign post and send to three friends on Weibo will have a chance to win admission tickets to Fashion Tour, which will feature a fashion salon led by stylists and fashion editors, street photos with celebrities, and free giveaways. The admission list will be announced on July 26 by noon. Rado Luxury Swiss watch brand Rado has launched a campaign titled “My Stylistic White Ceramics” (#我的白陶最有型#) on Weibo, featuring its white ceramic watch collection. From now through September 15, Rado’s fans can participate in the campaign for a chance to win a prize via any of the following three methods: uploading a picture of themselves in a Rado store while trying on its white ceramic watch, snapping a picture of themselves wearing their own Rado white ceramic watch, or following Rado’s Weibo page and referring the campaign post to three friends. All of these entries can be sent using the handle @RADO瑞士雷达表. Three winners will be drawn each week, and finally, three top participants who are selected for the “Best Picture” will win a luxury prize from the watchmaker. Sephora and Nickel Celebrating Nickel’s launch of its Green Boost skincare collection for men at Sephora, the cosmetics store is holding a sweepstakes competition for its fans. Starting on July 22, participants who refer the campaign post to three friends with the handle @丝芙兰SEPHORA are eligible for a chance to win one Nickel’s Green Boost item. Ten winners will be drawn. Audi German luxury automobile manufacturer Audi has launched a campaign entitled “China, Land of Quattro” (#壁需找到et#). Through July 22, participants who write an article about the Audi Quattro with the handle @一汽-大众奥迪 will have an opportunity to win a five-day trip to Nyingchi and Lhasa in Tibet and become Audi’s "travel journalist." Those who refer the campaign post to three friends on Weibo can also enter for a chance to win an Audi car key-shaped flash drive. L’Oreal French skincare and cosmetics company L’Oreal is giving away five bottles of its new product, Youth Code Pre-Essence Serum (30 ml). From now through July 26, participants are invited to follow L’Oreal’s Weibo page (@巴黎欧莱雅) and comment on the campaign post following the required format, which states, "I use L’Oreal’s Youth Code when getting outdoors in summer because it ____ (A. is lightweight B. is silky soft C. is easily absorbed D. renovates skin)" for a chance to win the serum (Chinese: “#欧莱雅青春密码#夏日出行. 我选择青春密码肌底液. 因为它_____ (A. 清透质地 B. 延展性好 C. 容易吸收 D. 修复新生) 让我轻松护肤零负担！＠巴黎欧莱雅＠三位好友”)

China: This Week In Digital Luxury Marketing

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Published July 23, 2013

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China: This Week In Digital Luxury Marketing