Michael Kors’ WeChat experience
Here, consumers can spin a virtual roulette wheel or play a game of Blackjack against a computer for a chance to win a promotional code. This offer can be redeemed in Mainland China, Macau and Hong Kong either in-store or online.
On social media, the brand is continuing its celebration of the number one with images and GIFs that also bring to mind casinos. Editorial content on the Destination Kors site provides ideas for self-gifting with gambling word puns.
Michael Kors’ Singles’ Day campaign image
In Michael Kors stores in Greater China, consumers will be able to play their own game, rolling dice for a chance to receive a branded deck of cards with their purchase.
“We highly encourage brands to put their best of the year offer on this day, to meet a Chinese American shopper’s cultural expectation,” Dealmoon’s Ms. Wang said. “In China, sites are doing 50 percent off everything, and we have partners who do that in the U.S., but some of our brands, like Ferragamo, are so popular with this customer, they sell their product higher than retail and have sold millions of dollars of product through us,” she said. “Some of our partners only offer 11 percent discounts and sell more than $1 million in a matter of hours.
“We also encourage brands to not only include their best products in the sale event, but also to highlight them, only for this special occasion. It’s the best ...