China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through October 18, featuring Coach, Cosmopolitan, innisfree, Timberland, BMW, and Guess. Coach American leather goods company Coach is collaborating with Chinese fashion photographer Chen Man (陈漫) for its Fall 2013 footwear collection photos. To promote the collaboration and an upcoming talk event featuring the photographer in Shanghai’s Grand Getaway Plaza, the brand has launched a giveaway on Weibo. Those who refer the post will have a chance to win a “Chen Man for Coach” postcard set. Cosmopolitan and innisfree Women’s magazine Cosmopolitan has launched a campaign on Weibo, featuring its October cover girl, Chinese actress and ballerina Liu Shishi, and the Korean skincare brand innisfree. Now through October 9, the magazine’s Weibo fans are asked take a photo with the October issue of Cosmopolitan and share it with the hashtag “#Giveaways from Cosmopolitan and Liu Shishi#” (Chinese: 与刘诗诗礼品派送) and the handle “@時尚COSMO”. The magazine will draw winners to award skincare products from innisfree on October 10. Timberland American outdoor footwear brand Timberland recently launched a campaign titled “My Story with Timberland” (Chinese: 我和Timberland的故事) in late September on WeChat to celebrate its 40th anniversary. The brand invited its fans to reply with photos of them with Timberland’s apparel, footwear, or logo. Three participants with the best photos were awarded exclusive gifts. BMW Leading German auto manufacturer BMW has launched a campaign on WeChat to announce one of its Master Hall music events, Patti Austin’s concert, which will take place on October 18 in Beijing. BMW’s WeChat fans are asked to share “their favorite song and favorite lyric of Patti Austin” with the hashtag “#2013 JZ Festival Shanghai BMW Master Hall#” (Chinese: 2013爵士上海音乐节BMW大师殿堂) through group chat and send the screenshot to BMW. Winners will be awarded a pair of tickets to Patti Austin’s concert in Beijing. Guess American clothing line brand Guess launched a campaign on Weibo in late September to celebrate the back-to-school season. The brand invited its fans to share “their new semester wishes or what they hope to happen in a new semester” and refer the post to friends for an opportunity to win exclusive gifts from Guess. Winners were announced on October 7.

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China: This Week In Digital Luxury Marketing