China: This Week In Digital Luxury Marketing

A roundup of recent digital campaigns on China’s social media, featuring Land Rover, Blancpain, Sheraton, Mandarin Oriental, and Max Factor. Land Rover British car manufacturer Land Rover has released a 3.5-minute mini-movie on WeChat and Weibo titled “Promise of the ‘Tough Bone’ Gang,” which features a group of paragliding enthusiasts searching for a perfect adventure spot. Blancpain Swiss luxury watch manufacturer Blancpain has launched a series of WeChat campaigns that feature the popular Chinese drama Divorce Attorney starring actor Wu Xiubo. Blancpain asked participants to identify which watch model Wu wears in the show for an opportunity to win gifts. In another campaign ending on August 25, the brand is asking participants to take a screenshot or a photo of the show where Blancpain watches or clocks can be seen, and write a “meme” for Wu’s character with the word “Blancpain” in it for a chance to win gifts. Sheraton Sheraton Shenzhen is sending mooncake gift boxes on its fans’ behalf. The hotel is asking its fans to write a post about whom they wish to send a moon cake gift box to as well as a greeting message on WeChat’s Moments, and send the screenshot to Sheraton. Five participants will be selected to have their mooncakes delivered for free to the person of their choice. Mandarin Oriental Mandarin Oriental Guangzhou is hosting a photo contest on WeChat, featuring its Taikoo Lounge, the first Dom Pérignon Champagne bar in China. From now through August 27, participants are asked to take photos during their visit at the lounge. Winners of the contest will have their photos featured on Dom Pérignon Champagne’s advertisement and will also win a complimentary stay at the hotel. Max Factor As the sponsor of the popular 5K paint race—Color Run Shanghai and Guangzhou—Max Factor is asking its fans to write their “most colorful slogan” on WeChat’s Moments, and send the screenshot to the brand. Ten participants will win admissions to the Color Run Shanghai taking place in late September.

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China: This Week In Digital Luxury Marketing