China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Land Rover, Michael Kors, Mandarin Oriental Hotels, Jaeger-LeCoultre, and Hublot. Land Rover British auto company Land Rover has launched a virtual test drive titled “All-Terrain Online Training” on its official website. The highly interactive, video game-like challenge features six difficult road conditions for test drivers to choose from and try Land Rover’s all-terrain capability. Those who register and win the highest score on the challenge will have the chance to visit Land Rover’s Huzhou Experience Center for a real test drive. Michael Kors Michael Kors has launched two campaigns on Weibo and WeChat. In the “Traveling Around the World with Selma” WeChat campaign that ends on April 6, participants are asked to upload pictures of their Selma handbags before their city icons for an opportunity to win another Selma. In the “Looking for Jet Set Go Girl” campaign, a collaboration with ELLE on Weibo, participants are invited to upload selfies of their trendiest styles to enter and win admission tickets to Michael Kors’ Jet Set event next month in Shanghai. Mandarin Oriental In promotion of the hotel restaurant Jiang by Chef Fei, Mandarin Oriental Guangzhou has launched a WeChat campaign to engage its fans. Now through April 7, those who share the campaign post on Moments (similar to Facebook's wall) and collect the most “likes” will win dining vouchers to the restaurant. Jaeger-LeCoultre Swiss luxury watchmaker Jaeger-LeCoultre has launched a knowledge contest on WeChat, featuring its grande complication model, Hybris Mechanica Eleven that was just presented earlier this year. Now through April 27, participants can reply with the number “11” to receive the first-round ten multiple-choice questions; if all questions are answered correctly, they will be able to compete in the second round. Participants are also encouraged to reply with the numbers of the questions they are unable to solve, and the brand will provide answers in the coming week. Jaeger-LeCoultre has also published guides for advanced functions on WeChat as test preps for participants’ second-round contest. Prizes include a trip to Hong Kong, watch cases, iPad Airs, and flash drives. Hublot To celebrate the unveiling of new product lines at the 2014 Doha Jewelry and Watches Exhibition in Barcelona on March 27, Swiss watchmaker Hublot has launched two campaigns on WeChat. In the campaign “The Guess for Barcelona” that ended on March 27, participants were invited to guess which type of rare metal is used in the new watches based on the hints Hublot provided. In the ongoing “The Hublot Beauty in Your Eyes” campaign, fans are invited to take a look at the recently unveiled watches, and reply with the pictures of their favorite ones to Hublot for a chance to win gifts.

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China: This Week In Digital Luxury Marketing