China: This Week In Digital Luxury Marketing

    A roundup of new and ongoing digital campaigns launched by luxury brands in China through February 1, 2013, featuring TAG Heuer, IWC, and Chow Tai Fook.
    Jing Daily
    Jing DailyAuthor
      Published   in Hard Luxury

    Digital Marketing Campaigns Through February 1, 2013#

    A roundup of new and ongoing digital campaigns launched by luxury brands in China through February 1, 2013, featuring TAG Heuer, IWC, and Chow Tai Fook.

    Tag Heuer#

    This week, TAG Heuer launched a new campaign on its official Weibo, encouraging participants to share stories about and photos of their TAG Heuer watches using the hashtag #豪雅先锋腕表集结计划# (TAG Heuer Avant-Garde Rally). One lucky winner, as chosen by TAG Heuer, will receive a special edition leather jacket, while two runners-up will receive special branded duffel bags.

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    Jing Daily


    As Jing Daily mentioned earlier this week, Topshop has remained on-trend in China by following other brands in creating a mini-movie just in time for Chinese New Year. The short film, “The Lanterns,” features two models releasing traditional Chinese paper lanterns over London to the tune of “This Little Light of Mine” by Berend Dubbe and Gwen Thomas, ending with new year’s wishes in English and Chinese. Clocking in at 58 seconds — the two numbers are considered the most auspicious in Chinese, representing fortune and luck — the film is Topshop’s first-ever campaign for the Lunar New Year.


    Through Feburary 4, particpants can vote on their favorite family looks on Lacoste's official Sina Weibo page for the chance to win branded Chinese New Year gifts.

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    To promote the grand opening of its new flagship at the Macau Galaxy Hotel, Swiss watchmaker


    is encouraging Weibo users to register for IWC membership cards at the boutique through February 8. The 8th, 28th, and 88th participants who sign up in-store will receive special branded IWC timepiece maintenance kits. The first three consumers who mention the Weibo campaign when purchasing a timepiece at the location will also receive IWC VIP memberships and a voucher for a free night for two with breakfast at the Macau Galaxy, redeemable between February 18-June 18, 2013.

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    Chow Tai Fook#

    Mirroring, in many ways, Montblanc's current Weibo and Facebook Valentine's campaign (previously on Jing Daily), this week Hong Kong jeweler Chow Tai Fook launched a Sina Weibo Valentine's Day campaign of its own. Running through March 15, Chow Tai Fook's promotion, using the hashtag #爱之匙•心之锁# (The Key of Love, The Lock of Heart), encourages participants to log in to the campaign microsite using their Weibo account information, then write short love letters that are "locked up" in heart-shaped virtual locks and can be retrieved by recipients.

    Weibo users who take part in the campaign are also automatically entered to win accessories from the "Love Keys" collection, porcelain figurines, and branded picture frames. Winners will be chosen at random on four drawing dates: February 1, February 14, March 8, and March 14. Users who forward the promotional Weibo message to three friends also have a chance to win special gifts.

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