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Jewelry And Watch Brands Named Among Top 10 Luxury Mobile And Social Campaigns for Quarter July 10, 2013 (0 comments)
New York, NY—Luxury Daily named two luxury jewelers, Cartier and Chopard, among its list of the top 10 luxury brand mobile campaigns of the second quarter 2013. Jeweler Tiffany and watchmaker Raymond Weil were named to its list of top 10 luxury social campaigns. Italian fashion house Gucci also made the list for a campaign surrounding its unisex Gucci Sync watch.
In terms of mobile media, Cartier was lauded for its sponsorship of the iPad app of New York Weddings magazine (photo, left). Cartier’s sponsorship allows consumers to download the latest issue of the semi-annual publication free of charge, getting the brand’s wedding bands and engagement rings in front of affluent brides. The jeweler also added animation and interaction to its digital ads, which appear several times throughout the issue.
Chopard, meanwhile, celebrated the anniversary of its Happy Sport watch through a mobile app that lets consumers personalize their own timepiece and explore other custom creations. The app gives consumers control over every aspect of the timepiece’s design and gives consumers a unique code to access the image of the watch they created, but it is not commerce enabled.
In terms of social media, Tiffany gradually revealed pieces from its 2013 Blue Book exclusively to its Facebook community in a daily campaign in April. Following the release of each piece and its detailed history on Facebook, the book was mailed out to the store’s general list.
Swiss watch brand Raymond Weil tied its expertise to a classical music theme that incorporated a microsite, film, and social efforts. Titled “Precision is my Inspiration,” the campaign related the similarities of music composition and watchmaking.
Gucci, which sells its youth-oriented Gucci Sync watch exclusively online, also focused on a music theme, with a MySpace profile for consumers to connect and share ideas.
The other eight brands named to the top 10 mobile list were: shoemaker Ferragamo, Four Seasons hotels, Land Rover, Mercedes-Benz, and Porsche automobiles, McIntosh audio, and retailers Harrods and Nordstrom.
The remaining eight named to Luxury Daily’s top 10 social list were: Italian fashion brands Dolce & Gabbana, Ermengildo Zegna, Giorgio Armani, carmakers Land Rover and Mercedes Benz, and Amercian fashion brands Donna Karan and Marc Jacobs.
Top image: nymag.com