TAG Heuer A Digital “genius” !

TAG Heuer a Digital “Genius” !

TAG Heuer a Digital “Genius” !

2009-09-27

The Swiss watch brand is named “Best in Class” in New Digital IQ Ranking of Luxury Brands

New York, September 27, 2009 – Tag Heuer’s expert use of digital media garnered the highest distinction among luxury watch brands in a new “Digital IQ” ranking system designed by the L2 Luxury Lab of the NYU Stern School of Business. The study, the first and largest of its kind, measured brands on the effectiveness of their digital competence. Each brand was assigned a Digital IQ value and a corresponding term of Genius, Gifted, Average, Challenged or Feeble.

The Swiss watchmaking brand, the world leader in prestige sports watches and chronographs since 1860, placed 8th overall among 109 luxury companies in 11 categories.
TAG Heuer was the only watch brand to be awarded a “Genius” ranking, outperforming all watch competitors. “TAG Heuer clocks a win with Best in Class”, says professor Scott Galloway, Firebrand Partners founder and the Digital IQ’s creator. “Unlike many of its peers, the brand’s site is product-oriented. The “Persona Assistant” helps visitors make selections, and customer service solutions are accessible from almost every page. TAG Heuer showcases its brand heritage and celebrity endorsers with interactive video content. Its deft search engine optimization strategy attracts traffic. Additionally, the brand is embracing social media with a presence on Facebook and YouTube.”

TAG Heuer was singled out as a digital “Genius” for its ability to draw high-volume traffic to its interactive website (http://www.tagheuer.com/) through buzz-creating innovations like a viral marketing campaign developed for the MERIDIIST, TAG Heuer's luxury telephone, and THE DUEL, an online contest and cinematic road race between TAG Heuer Ambassadors Steve McQueen and Lewis Hamilton.

Launched at BaselWorld 09, the hugely popular THE DUEL contest was based on a two-part virtual showdown on the legendary track of Le Mans. Contestants vying for a special 40th anniversary Tag Heuer Monaco Calibre 12 Gulf Limited Edition, were asked to guess who would win the race — F1 2008 World Champion Lewis Hamilton or Hollywood screen icon Steve McQueen. Discover the full race on http://www.tagheuer.com/the-news/events/baselworld2009-concours/revelation/index.lbl?lang=en
The ongoing MERIDIIST campaign centres on an interactive film by Pierre Morel (director of Taken, starring Liam Neeson). Website visitors, by selecting scenes and answering questions about the film and the luxury communications instrument, enter a contest to win a customized Meridiist. The site (http://www.tagheuer.com/meridiist) also has bonus pages on the making of the film, a photo gallery, and a full description of the Meridiist's luxury features and state-of-the-art components.

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