Louis Vuitton Utilizes Wechat for Viral Nike Collab Amplification in China
It is believed that the top 2,900 VIP clients in mainland China could secure a slot to buy the coveted Louis Vuitton and Nike collaboration.
The late Virgil Abloh’s Nike Air Force 1 collection for Louis Vuitton is slated to become this year’s most hyped fashion collaboration.
According to Vuitton’s website, the nine-piece sneaker collection launched online Tuesday.
The second drop will feature 12 more colorways, set to launch publicly at a later date.
switched up the game in the mainland China market by creating a trivia game around the sneaker on the country’s most popular social media platform,
On Wechat, shoppers are tested on their basic knowledge about the collaboration, such as identifying detailed pictures of the sneaker, etc.
Once answered correctly, fans can select their desired colorway and size, enter a raffle and wait until July 24 to find out if they secured a slot to buy.
2,900 VIP customers in mainland China have been offered a chance to secure one pair of the covetable item, according to customer feedback on Xiaohongshu, the popular social-commerce platform.
In China, the brand launched pop-up installations in Chengdu, Hangzhou and Shenzhen. The Chengdu version was accompanied by a 3D-LED screen advertisement at Taikoo Li.