Louis Vuitton Pairs With Jiepang For “The Meaning of Travel” Campaign

Louis Vuitton Express Travels From Paris To Shanghai, Arriving Tomorrow

To mark the brand’s 20th anniversary in the China market, the journey of the Louis Vuitton Express from Paris to Shanghai and its arrival on July 19, and the grand opening of the first LV Maison in mainland China at Plaza 66, this month Louis Vuitton has again partnered with Jiepang, the Chinese version of Foursquare.

Running through the end of the month, the new Louis Vuitton Jiepang campaign, “The Meaning of Travel” (旅行的意義) encourages users to check in at any Louis Vuitton store in China, write a short post about what travel means to them on social media networks like Jiepang or Sina Weibo, then share with friends. Those who check in via Jiepang receive a special virtual badge featuring the Louis Vuitton Express, with 10 lucky participants to be chosen to receive one of 10 copies of the “Louis Vuitton: 100 Legendary Trunks” book.

“The Meaning of Travel” marks Louis Vuitton’s second major collaboration with Jiepang — which has also worked with brands like Burberry, Starbucks, Puma and Starwood. In June 2011, Jiepang awarded a special branded Louis Vuitton virtual badge to users who checked in at the Louis Vuitton “Voyages” exhibition in Beijing and shared details about the show with friends via social media.

As Jing Daily noted at that time, engagement-focused campaigns on Chinese social media platforms are becoming increasingly popular among major luxury brands hoping to tap the rising spending power of China’s younger, middle-class shopper. Even if a Jiepang user can’t afford a physical LV bag or Burberry scarf, he or she can still collect and show off a branded “virtual badge.”