China: This Week In Digital Luxury Marketing (World Cup Edition)

As competition heats up in the FIFA World Cup, we're presenting a roundup this week of ongoing digital campaigns related to the global soccer championships on China’s social media, featuring Hublot, Hyatt, Lexus, TAG Heuer, and Tissot. Hublot As the World Cup’s official watch, Hublot has not only created a Chinese-language site called “Hublot Loves Football” for the vast number of Chinese soccer fans, but also has launched a series of quiz contests named “The Epic Goal” (Chinese: 一球成名) to interact with them on WeChat and Weibo. From June 13 to July 13, Hublot is hosting five quiz contests during five key matches; those who correctly answer one of the questions could win an official gift from the brand. The first quiz contest on the opening match between Brazil and Croatia saw 2,154 Chinese fans participate. Hyatt Chain hotels have also joined the World Cup craze scene. Hyatt Regency Hangzhou is inviting soccer fans to come and watch matches at its Bellevue bar and join the prediction contests. Now through June 27, participants can also submit their finalists' predictions through Weibo for a chance to win a game-watching night with unlimited beer at Bellevue. Lexus Another avid follower of the World Cup, Lexus is inviting its fans to comment on the games on Weibo. The brand will select popular comments that hit top of the charts and crown them as the “most remarkable,” “most incisive,” or “wittiest” comments and award gifts to those participants. TAG Heuer Swiss luxury watchmaker TAG Heuer has launched a mobile site for its brand ambassador, Portugal soccer superstar Cristiano Ronaldo, to engage fans. On the fun “GOAL!” game on the site, participants can tap on the goal icon during Portugal’s games when they believe Ronaldo is about to score; the participant whose entry accurately matches Ronaldo’s scoring time will receive a gold-colored autographed soccer ball. In addition, a tap on the goal icon will be recorded as a “boost for Ronaldo” by the system; the names of the top 10 participants who submit the most entries will be written on a gift from TAG Heuer to the superstar. Tissot Swiss top-class watchmaker Tissot has launched a mobile app for Android and iPhone, featuring a daily prediction contest for the time of each match’s first goal. The most accurate predictor will be named the “King of Prediction” of the day and be awarded a Tissot World Cup-edition watch.

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China: This Week In Digital Luxury Marketing (World Cup Edition)