China: This Week In Digital Luxury Marketing

A roundup of ongoing campaigns in China through November 30, featuring Cadillac, Marie Claire, Hublot, Chaumet, and Shu Uemura. Cadillac As one of the exhibitors at the 2013 Shanghai Art Fair kicking off on November 14, Cadillac is giving away admission tickets to its fans on WeChat. The company asks its fans to reply the key words “The Ultimate ARTventure” (Chinese: “极致艺行”) to enter the sweepstakes and win a pair of tickets. Marie Claire November 11 was China’s Singles’ Day, and Marie Claire China seized the pop culture phenomenon by launching a campaign on WeChat, titled “One Plus One: Finding Mr./Ms. Right” (Chinese: “寻找一加一的幸福，谁是你的 Mr./Ms. Right?”). Now through November 17, Marie Claire’s fans are asked to write about “their criteria for Mr./Ms. Right” and reply to the message. The magazine will select 20 participants with the best messages and award gifts. Hublot Leading luxury watch brand Hublot is flying watch parts from its factory in Switzerland and displaying them at three of its boutiques in China. From November 12 to 18, the brand invites its fans to visit one of the designated boutiques, get to know the art of watch-making, take a picture of their favorite watch parts, and post it on Weibo. One winner will be drawn and be awarded an iPad Air. Chaumet High-end French jewelry brand Chaumet has launched a campaign on Weibo, featuring its new black and white ceramic rings from the Liens collection. Now through November 30, those who visit one of the three designated stores, upload pictures of them trying on the rings, and share their love stories on Weibo will have the opportunity to win a limited-edition perfume from Chaumet. Shu Uemura This season, iconic Japanese makeup house Shu Uemura is collaborating with contemporary artist Takashi Murakami, who is known for his long-lasting collaborations with prominent brands such as Louis Vuitton and BMW. The brand has launched a campaign on Weibo, featuring the exclusive “Shu Uemura X Takashi Murakami” collection. Now through November 17, those who refer the post to friends and share “which product in the exclusive collection they want to own the most” will have a chance to win gifts from Shu Uemura.

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China: This Week In Digital Luxury Marketing