Louis Vuitton has partnered with Mobike to market its “The Art of Travel” exhibition as a hot travel destination in Shanghai.
Whenever a user opened the bike-sharing app within a geofenced area around the VVV exhibit (which stands for Volez, Voguez, Voyagez – French for Fly, Sail, Travel) they would receive a digital invite. Their in-app map was also swapped for a VVV-branded one, with vehicle icons changed to match the theme of the Louis Vuitton event. If the Mobike user accepted the invite to the exhibit, they would then be directed there via the app.
Mobike’s recently launched Location-based Services (LBS) allows companies to use local data to offer customers contextual deals. LBS automatically recognises the current location of the user and informs them of the surrounding area’s events, telling them where to sign up and how to participate in certain events.
The Louis Vuitton exhibition, on display through February 1st 2019, opened at the Shanghai Exhibition Centre in mid-November, after packed showings in Paris, Tokyo, Seoul, and New York City.
Larger in scale and scope than any fashion-house exhibit China has previously seen, the show illustrates the historical importance, universal desirability, and versatility of Louis Vuitton bags during its 164-year old history. The show is intended to instil in potential consumers a sense of exoticism and luxury travel, and elevate brand awareness and prestige through the company’s rich, global history.
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