China: This Week In Digital Luxury Marketing
Angela Hou
A roundup of new and ongoing digital campaigns launched by luxury brands in China through March 31, 2013, featuring Ritz-Carlton, Tasaki, Coach, TAG Heuer, and Audi.
Ritz Carlton & Four Seasons
With wedding season just around the corner, two top-tier global hotel chains, Ritz-Carlton and Four Seasons, are hosting bridal shows in Shanghai in April.
In collaboration with the wedding planning company 婚礼管家 (Wedding Butler), the Ritz-Carlton Pudong in Shanghai will host a "丽思女人会" (Ritz Ladies Club) bridal show on April 21. Participants who follow Ritz-Carlton Pudong's official Weibo as well as Wedding Butler's, plus retweet the event announcement to three female friends will have a chance to win tickets to the show and special gifts. Two winners will be announced each day in the run-up to the event.
Itself collaborating with Maserati, Graff Diamonds, Vera Wang and Guerlain, Four Seasons Pudong Shanghai will hold a bridal show on April 13-14. Those who retweet the event message from Guerlain's Weibo page have a chance to win tickets to the bridal show and a gift package. One winner will be announced in April.
To celebrate the grand opening of its new flagship store on the Bund in Shanghai, Japanese luxury jeweler Tasaki held a jewelry show called "珍珠仙境" ("Pearl Paradise") on March 29-30, open to the public. To promote and commemorate the event, Tasaki awarded special gifts to Weibo fans who retweeted messages or left comments, as well as retweeted Tasaki content to three friends, through March 30.
Each Friday, Coach holds a discount event, "Surprise Friday," offering select items at a lower price from 9 AM-noon Beijing Time. Participants click on items they like on Coach's Weibo page, then are taken to a sales page where they can enter discount codes and make purchases.
To celebrate the 50th anniversary of its Carrera line, Tag Heuer will take its traveling exhibition to Shanghai from April 9-11, featuring an invitation-only forum attended by three fashion and watchmaking experts. Those interested in attending the forum can get invitations via Tag's Weibo page, and two attendees will have a chance to win tickets to the upcoming F1 exhibition in Shanghai, worth upwards of 2,180 yuan (US$351).
To promote its new Q3, Audi is providing a pick-up service for passengers in Shanghai (on April 2) and Shenzhen (April 8) to experience the sedan in person. By scanning a special QR code on Audi's Weibo page and downloading the "摇摇招车" ("Shake for Car") app, participants can request free car service or — provided they have valid driver's license — test drives, as well as chances to win special gifts from Audi.
Art & Design, Fashion, Market Analysis, Marketing, Tech
audi, branding, china, china luxury, chinese, coach, digital marketing, four seasons, jewelry, Luxury, marketing, ritz carlton, shanghai, tag heuer, tasaki, trend
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