China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring BMW, Jaguar, Blancpain, Chevrolet, and Yves Saint Laurent. BMW This week, BMW has launched several campaigns on Weibo and WeChat to welcome spring and to promote its new BMW 2 Series. The “BMW Spring Care” campaign features two sweepstakes: retweet to win a set of multifunctional disinfectants for spring car cleaning, and scan the QR code to join the quiz contest on auto maintenance. On March 12 at 8 p.m., the company is also having the 2 Series online premiere, which, according to the hint, will involve an exciting “interactive experience” with its fans. Jaguar Jaguar’s recent campaigns on WeChat include unveiling David Beckham as Mr. Jaguar, a quiz contest, and a tribute to the English rock band The Rolling Stones. Fans are asked to reply with key words on WeChat to receive this week’s quiz question on car models, and to reply with their favorite British rock lyrics to win exclusive gifts from the brand. Blancpain Last week, in celebration of Women’s Day, Swiss luxury watchmaker Blancpain invited its fans to share what it considered “the most attractive traits in women” on WeChat. The brand selected six answers the participants sent, and paired each trait with a recommended Blancpain women’s watch. Chevrolet A partner for the Transformers movies, Chevrolet has launched a Transformers IV-themed personality game for phones titled “Activate Your Transformers”. Participants can scan the QR code on Sina Weibo to link to the game site, and share their results on WeChat or Weibo for a chance to win gifts and an opportunity to attend the Chevy Night in Beijing and view the Chevrolet Trax, which was featured in the movies. Yves Saint Laurent French fashion house YSL has launched a Weibo campaign titled “Personal Skin-Whitening Project” to promote its skin-whitening Forever Light Creator. To win the product, participants are asked to share their skin-whitening problems or the products they wish for on Weibo.

China: This Week In Digital Luxury Marketing

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Published March 12, 2014

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China: This Week In Digital Luxury Marketing