China: This Week In Digital Luxury Marketing

Digital Marketing Campaigns Through January 25, 2013

A roundup of new and ongoing digital campaigns launched by luxury brands in China through January 25, 2013, featuring Jaguar, Cadillac, and Bao Bao Wan Fine Jewelry.

Cadillac:

Shortly after announcing Brad Pitt as the new face of the brand in China, this week American automaker Cadillac began featuring Pitt on its official Weibo and WeChat accounts.

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Jaguar

On January 24, Jaguar kicked off its #捷豹与007# (“Jaguar and 007″) campaign to celebrate the China release of Skyfall, encouraging fans to answer the question, “What’s James Bond’s signature drink?” Fans who comment with the most creative answers will win “surprising gifts.”

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Bao Bao Wan Fine Jewelry

Up-and-coming Chinese high-end jewelry designer Bao Bao Wan (previously on Jing Daily), who announced a collaboration with Lane Crawford last year, announced on her personal Weibo page that she will take part in an event at Lane Crawford Beijing on January 26 from 3:00-5:00 PM, presenting her newest collection.

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TAG Heuer

In advance of Chinese New Year, through January 31 TAG Heuer is running a new Sina Weibo campaign, #豪雅新春贺礼# (“TAG Heuer’s Chinese New Year Gifts”). Six users who retweet the announcement and “@” three friends will win a limited-edition TAG Heuer calendar and a good luck “red envelope” (红包).

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Jeep China

Also running through January 31, Jeep recently launched a new website and Sina Weibo campaign promoting its Patriot SUV and encouraging users to hit the great outdoors, #自由客放空年# (“Free Yourself”). Participants who register their information (name, gender, mobile phone number, and location) on the Jeep China website, or retweet the campaign announcement with a message about being “set free” and “@” three friends, have a chance to win one of three surprise gifts each week.

At the completion of the campaign, an unspecified number of participants will win a backpacking trip through Southeast Asia.

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Coach

As Jing Daily reported earlier this week, Coach continues its recent burst of digital activity in China with a WeChat effort aimed at catching the attention of the country’s emerging young fashionista. By following Coach’s official WeChat account and replying with the number “1,” users can automatically subscribe to a monthly newsletter, “Coach News,” which includes updates on discounts, new collections, and events.