Burberry's 'Personalized For You Ad' Promotes Consumer Interaction
Malika Renee Butss — December 15, 2015 — Marketing
References: instagram & luxurydaily
Burberry's 'Personalized For You' ad is the luxury brand's latest marketing stunt that takes London streets by storm. Displayed at Piccadilly Circus in London, this outstanding billboard allows Burberry fans to contribute to the brand's advertising campaign.
This interactive 3D experience follows the brand's Burberry Booth initiative which allows shoppers of the Burberry London store to be a part of the label's festive film. Located in one of London's busiest areas, Burberry's Personalized For You ad is a digital billboard on Piccadilly's curved screen. The screen displays computer-generated images of Buberry's heritage scarf which pedestrians can personalize and interact with using their smartphones.
Up to five consumers at a time will be able to browse the brand's collection of scarves, pick a favorite and then personalize it before sending their unique creation to the billboard, where they are able to control its movements on the screen.
This interactive 3D experience follows the brand's Burberry Booth initiative which allows shoppers of the Burberry London store to be a part of the label's festive film. Located in one of London's busiest areas, Burberry's Personalized For You ad is a digital billboard on Piccadilly's curved screen. The screen displays computer-generated images of Buberry's heritage scarf which pedestrians can personalize and interact with using their smartphones.
Up to five consumers at a time will be able to browse the brand's collection of scarves, pick a favorite and then personalize it before sending their unique creation to the billboard, where they are able to control its movements on the screen.
Trend Themes
1. Interactive Advertising - Burberry's 'Personalized For You Ad' showcases the trend of interactive advertising, allowing consumers to actively participate in the brand's campaign.
2. Digital Out-of-home (DOOH) Advertising - The use of a digital billboard in Burberry's 'Personalized For You Ad' highlights the trend of DOOH advertising, providing dynamic and engaging experiences to passersby.
3. Mobile-driven Brand Engagement - The integration of smartphones in Burberry's 'Personalized For You Ad' reflects the trend of mobile-driven brand engagement, empowering consumers to personalize and interact with the brand through their mobile devices.
Industry Implications
1. Fashion and Luxury Goods - The fashion and luxury goods industry can leverage interactive advertising and digital billboards to create immersive and personalized brand experiences.
2. Marketing and Advertising - The marketing and advertising industry can embrace the trend of interactive advertising and DOOH to deliver innovative and engaging campaigns to their clients.
3. Digital Technology - The digital technology industry can explore opportunities in mobile-driven brand engagement, creating innovative solutions to enhance consumer interactions with brands through smartphones.
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