China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Mandarin Oriental Hotels, Piaget, Vacheron Constantin, Swarovski, and Infiniti. Mandarin Oriental The Mandarin Oriental Hotel Group has launched a month-long photo contest on Weibo today. In a campaign titled “My Moments of Delight,” participants are invited to upload original photos taken at any Mandarin Oriental location worldwide, and share them with three Weibo friends. Three winners chosen by Mandarin Oriental's corporate photographer George Apostolidis will be awarded free hotel stays at the Group’s Sanya, Shanghai, or Guangzhou locations, and five participants whose photos collect the most “likes” will be awarded Mandarin Oriental-branded gifts. Piaget Following a trend of Swiss watchmakers launching "knowledge contests," Piaget launched a campaign very similar to a recent quiz by Jaeger-LeCoultre. In the “Piaget Invites You to Switzerland” campaign, participants face two rounds of timed quizzes, which can be accessed via Weibo, WeChat, the brand's official website, and the official app through April 8. Piaget is flying the winner to the brand’s birthplace in business class. Vacheron Constantin Swiss luxury watchmaker Vacheron Constantin’s mini knowledge contest on Weibo ending on April 8 featured only one question: “In which year was Vacheron Constantin first granted the Geneva Seal?” Participants who followed the brand’s Weibo page and correctly answered the question were eligible to enter to win gifts. Swarovski Austrian crystal jeweler Swarovski has recently brought a contest titled “Swarovski Look” from Weibo to Instagram. Now in the second week, the brand is asking participants to tag selfies styled with Swarovski jewelry with #SwarovskiLook based on each week’s designated topic, which was “spring style” in the first week, and is “urban chic” in the current one. The four-week-long contest is judged by a different fashion blogger every week. One winner is chosen each week; the ultimate winner will win a year’s worth of jewelry from the brand. Infiniti Luxury automaker Infiniti has launched two campaigns on Weibo, featuring the racing competition at the Bahrain International Circuit in Sakhir and the Infiniti Red Bull F-1 racing team. In the first campaign, which ended on April 5, the brand asked participants to predict Infiniti Red Bull Racing’s score, and the participant with the closest prediction would win gifts. In the other campaign titled “The Most In-Style and ‘Bullish’ Intern” closing on April 11, the brand is calling for talented, aspiring graduates who are interested in working for the Infiniti Red Bull racing team in the UK for 12 months. All applicants are eligible to enter for a draw to win a F-1 Paddock Club ticket, and one applicant will represent China to compete with international candidates for the intern position.

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China: This Week In Digital Luxury Marketing