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Montblanc uses WeChat game to boost brand awareness

Montblanc, a German maker of watches and writing utensils, has created a game on the social network WeChat to increase brand awareness among Chinese consumers. The new game, "Daban", was developed in conjunction with Digital Luxury Group and launched on 19 May.

The name means "big boss" in English, and reflects Montblanc’s ideal consumer, a person who "behaves in line with the brand’s values of elegance, sophistication and leadership," according to the company. To play the game, consumers must upload photographs of themselves or friends to the company’s WeChat app. Fellow users in the Montblanc community then rate the photo according to how well the individual displays the traits of a Daban. According to Luxury Daily, the game’s "mixture of user-generated content and follower involvement is a first for a luxury brand on WeChat."

WeChat boasts about 396 million active users each month, and so has become a central channel for consumer awareness. The network’s relative privacy compared to other apps of its kind has also made it an important target for companies, according to Pablo Mauron, the China general manager at Digital Luxury Group, Shanghai.
 

(Source: red luxury)