Selfie-awareness: Harper's captivates Chinese audiences Image: Harper's Bazaar China
WeChat, a Chinese-based app rivaling WhatsApp in the US, is increasingly important in the world of digital marketing.
The mobile app was used by Jing Daily, a luxury watchdog, to measure the most successful marketing campaigns of 2013.
Top of the list was Martell Cognac’s “Modern Elites” campaign, which combined both digital and physical marketing.
The group employed a famous photographer to shoot creative professionals around the country, then set up QR codes next to the advertisements that allowed shoppers to hear audio descriptions of the products and a chance to win free plan tickets.
Second was Jaeger-LeCoultre’s Hybris Mechanica online contest, which educated fans about the craftsmanship and history of the company through an online quiz. Participants had to operate a series of online screws and systems to compete for a lavish set of prizes.
Coach’s “Modern New Yorker” campaign distributed jigsaw picture pieces of its brand ambassador, Leehom Wang, in various locations around New York online, which netizens had to piece together for a chance to win an autographed poster.
Harper’s Bazaar’s “Secret Weapon for Selfies” and IWC’s “Little Prince” campaign also combined online and offline marketing efforts, as well as the promise of prizes, to increase user engagement.
Quizzes and games were a recurring theme for marketers in 2013. Data show that campaigns requiring a level of consumer engagement proved more popular than conventional advertising.
Published 17th January, 2014
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