China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Lancôme, Elizabeth Arden, Pure New Zealand, Mentholatum, and Uniqlo. Lancôme As the June 1 Children’s Day approaches in China, French beauty brand Lancôme creates a sense of nostalgia by asking followers to post pictures from their childhood days from May 28 to June 6 on Weibo. Twenty winners will win a secret “Children’s Days mystery gift.” Elizabeth Arden Cosmetics company Elizabeth Arden seeks its “Diamond Queen”—one with complexion as clear as a diamond’s—in a Weibo campaign. From May 26 to June 20, followers are asked post pictures of their faces before and after whitening, and 10 winners will walk away with an undisclosed prize. Pure New Zealand Travel bureau Pure New Zealand continues its promotion efforts in China with a quiz contest on Weibo. Between May 29 and June 3, followers have to correctly pick out the location where Mordor from the Lord of the Rings movie was filmed, for the chance to win a pair of round-trip tickets to New Zealand. Five other people could also win special Lord of the Rings fridge magnets. Mentholatum Health care products company Mentholatum, in collaboration with Chinese soccer magazine Soccer Weekly, teases its soccer fans with a potential trip to Brazil to serve as a correspondent. From May 1 to July 31, followers have to express their passion in around 10 words for wanting to become a Brazilian football correspondent, buy items from its MENtholatum line of products at approved Mentholatum stores or the brand's Tmall shop, post a picture of the receipt, and repost the message on Weibo. Two winners will be chosen to cover the upcoming 2014 World Cup in Brazil, 39 people will win an autographed copy of Korean singer Rain and a gift bag, and 130 people will win a container of body scrub. Uniqlo In celebration of the upcoming Children’s Day, Uniqlo offers up an iPad Mini as a grand prize in a WeChat campaign. One lucky kid who takes pictures in the “magic mirror” interactive display in the brand's Guangzhou Victory Plaza branch and sends it on WeChat could find him or herself celebrating the festival with a new iPad Mini. Five other kids can also win a gift bag worth 500 yuan.

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China: This Week In Digital Luxury Marketing