British jeweler and watchmaker Links of London launched a multichannel treasure hunt to increase brand awareness and push products, resulting in one of its most successful campaigns.
Depending on the type of luxury brand, Facebook can be used to tailor a company’s marketing strategy to better engage with consumers, sell products, drive online and in-store traffic or educate them about the brand.
Today in luxury marketing – BMW, Mercedes, Audi chase Ford’s iPhone crowd; Derek Lam launches 10 Crosby; Kiehl’s taps celebs for new charity; Nearly rich hold back on luxury spending.
Toyota Motor Corp.’s Lexus is showcasing features of its CT-200h hybrid model via Conde Nast’s Vanity Fair, Details and Wired publications and is the first brand to use interactive gigapixel images in nationally-printed publications.
Today in luxury marketing – Benjamin Millepied to front YSL scent; Lexus fights ‘house on fire’ as BMW steals decade-long US lead; Retail jobs rise.
The majority of luxury brands are using mobile applications to create an ongoing dialogue with existing customers. But apps can be used for acquisition purposes as well.
Twitter posts only allow for 140 characters, so whatever luxury brands want to say to consumers worldwide, it has to be precise yet entertaining enough to make it count.
