The company announced that it plans to organise a 'block party' this summer for which the host city will be decided by the youth between now and 1 April. Everyone who visits the brand's website, developed by W+K Shanghai, or its campaign pages on popular social networking platforms like Douban.com and Renren.com, has the right to vote.
Fans are also encouraged to upload videos and photos that they think demonstrate the character of a city.
The campaign was launched on 1 March and attracted thousands in its first week. As of 8 March, Shanghai leads with over 9,000 votes, followed by Shenzhen with over 8,000 votes.
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