2. WHAT?
Louis Vuitton who had already used
Foursquare for location-based marketing
efforts in the U.S. and U.K, launched a
similar experiment in Beijing.
The luxury manufacturer partnered with
Chinese checkin service Jeipang for its travel
exhibition at the National Museum of China.
3. HOW?
Those who checked in to the exhibition
using Jiepang’s mobile app received a
branded virtual badge and could also peruse
Louis Vuitton’s profile page for tips and
information about the brand’s locations in
China and conceptual design.
The earned badge was displayed to
friends and followers.
4. Jiepang users could share comments about
the exhibit that was visible by all people who
were checked-in at Louis Vuitton Voyages
and to future users.
5. RESULT?
Once a user checked-in, the branded Louis
Vuitton badge was placed in their profile and
the Louis Vuitton name traveled with them to
every other place they would go.
By placing the badges in a user’s profile
Louis Vuitton was taking its brand name and
relating it to a luxurious lifestyle, in the minds
of Jiepang users.
6. A DIFFERENT INDUSTRY
With luxury brands it’s very much about how
other people perceive the brand.
It’s all about trends and not so much about utility
with luxury brands, but more about how the
brand is positioned among tastemakers.
But it’s about increasing general awareness,
positionning themselves as being more
“accessible” and driving attention to other
initiatives to tell a more in-depth story about
brand, products, and heritage.
