As part of our ongoing coverage of Chinese New Year luxury marketing on social media, we’re following our beauty and fashion coverage with a roundup of recent and ongoing Chinese New Year campaigns by auto companies, featuring Bentley, Land Rover, Audi, Jaguar, and Cadillac.
This Chinese New Year, British automaker Bentley launched three campaigns on Weibo and WeChat. In the Weibo campaign, it offered customized red envelopes and greeting cards for its fans. Participants who retweet the campaign post and tag a friend on Weibo have a chance to have their red envelopes and cards customized by Bentley. Those who share pictures of the Bentley red envelopes they received during the New Year on Weibo are eligible to enter to win a table calendar. In one of the WeChat campaigns, called “Eighteen ‘Likes’ Light Up Your Year of the Horse”, the first five participants who share Bentley’s picture on their WeChat’s Moments feature and accumulate eighteen “likes” would have the chance to win a table calendar. In the other WeChat campaign, Bentley allowed its fans to create personalized digital greeting cards using handwriting or drawing.
British Land Rover has launched a campaign on Weibo, featuring a spring couplet, which is a pair of lines of poetry following certain rules that is usually used as a Chinese New Year’s decoration. Land Rover gives the lower couplet (the second line) to its fans and asks them to come up with the upper couplet (the first line). Three participants who compose the best upper couplet will be awarded model cars.
German auto manufacturer Audi has launched two WeChat campaigns, one of which is a prize-giving quiz featuring its A6L model. Now through February 6, those who participate in the quiz are eligible to enter to win prizes, among which there is a chance to enjoy Audi A6L car service during the Chinese New Year holiday. In the other campaign, fans were asked to create personalized digital greeting cards on WeChat and share them for a chance to win gifts, including iPad Airs, Q3 model cars, and gas cards. Winners were announced every day from New Year’s Eve through the third day of New Year.
British auto manufacturer Jaguar launched a WeChat campaign called “Worship the Jaguar King and Bring Good Luck to the Spring”, inviting its fans to make a New Year’s wish upon the “Jaguar King”. Participants were asked to reply with one of the following key words: “a wish for reunion”, “a wish for wealth”, “a wish for good relationships”, “a wish for success”, or “a wish for true love” for Jaguar King’s blessings.
American motor company Cadillac has also launched a WeChat campaign that helps fans to create digital greeting cards. Participants can reply with the key words “Wishing someone a Happy New Year on horseback (which is a Chinese pun meaning ‘Wishing someone a Happy New Year immediately’)” and follow the instructions and choose pictures to create personalized cards.