On July 13th 2012, Swarovski began a campaign called Sparking Secrets at the Shanghai Exhibition Center, sharing its crystal-making process with the public in an exhibit that incorporated a behind-the-scene look at the brand with interactive experiences.
To announce the event, the brand held an opening ceremony for select press and celebrities that incorporated the reveal of the fall/winter 2012 collection and the ending of a brand film centered on the exhibit.
- Starring Chinese actors Qin Lan and Zhang Lu Yi. It was directed by Chinese director Zero Lin and shot by Taiwanese photographer Shu Hao Chou.
- The story in the film is the romance that is sparked with the brand’s Nirvana Ring. It debuted June 18 on Swarovski’s Chinese social media channels such as Sina Weibo and various other platforms, including many international social media channels like Facebook.
In addition to its social efforts, Swarovski is using mobile to reach consumers on-the-go and while they are at the exhibit. The brand created a mobile site where consumers could view the opening ceremony, watch the video, find exhibit information and news, use interactive polling, RSVP to the exhibit and interact via Weibo.
- Swarovski used Chinese mobile check-in app Jiepang to give select users free admission to the exhibit. Users that checked in at Swarovski boutiques can earn virtual badges and admission tickets.
- At the exhibit, the brand used QR codes and a virtual fitting mirror to increase interactivity.
- Visitors could get mobile-exclusive information about the stories within the exhibit by scanning QR codes with their smartphones.
The combination of mobile and social channels in its exhibit campaign helped greatly in the brand being able to reach its target audience.