China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Lamborghini, TAG Heuer, Longchamp, Burberry, and Shu Uemura. Lamborghini Italian luxury sportscar manufacturer Lamborghini has launched a “Matador Quotient” app accessible through Weibo. The test features ten multiple-choice questions on participants’ personality and auto knowledge, and will generate a score and analysis of the type of “matador” they are. TAG Heuer To promote “La Maison”—TAG Heuer’s touring museum—the Swiss luxury watchmaker has launched an online-to-offline campaign titled “Treasure Hunt in the Chamber of Secrets” to engage its fans. The brand encourages those who visit the touring museum in Shanghai and Beijing to scan a QR code provided at the exhibit to access to the campaign webpage, and answer questions on “the chamber of secrets.” Participants with correct answers are eligible to redeem a gift on-site; those who wear their TAG Heuer timepieces to the exhibit can receive gifts as well. Longchamp In celebration of the 20th anniversary of the Le Pliage bag collection and its launch in colorful leather, French luxury leather goods company Longchamp has brought virtual bag prototyping onto WeChat. Participants are asked to reply with codes of their favorite colors along with their initials to the brand’s WeChat account, and the system will generate images of their customized Le Pliage bags for them to share online with friends. Burberry Burberry has created a contest on WeChat for its upcoming “London in Shanghai” event on April 26 in China. The draw is a storybook-like interactive app experience featuring a journey from London to Shanghai, with instructions to participants to slide, touch, and shake phones. Shu Uemura Japanese skincare and cosmetics house Shu Uemura has launched a campaign realizing every fan’s fantasy of co-starring in a film with the brand’s ambassador, Korean pop star Jung Yong Hwa. The campaign features a system for participants to upload their photos, which will be embedded into a micro-film called “Fresh Love.” Now through May 5, those who share their versions of the film on Weibo or WeChat and collect comments from friends will have the chance to win tickets to a meet and greet with Jung.

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China: This Week In Digital Luxury Marketing