Burberry's Luxury Fashion Campaign Makes Use of WeChat
Laura McQuarrie — August 13, 2014 — Marketing
References: l2thinktank & luxuo
As part of one of its latest luxury fashion campaigns, Burberry partnered up with WeChat, one of China's most popular messaging services to make the journey to its runway show more interactive and personalized.
The experience took WeChat users on a digital journey from Shanghai to London, giving them a chance to win tickets to the fashion event. With WeChat, users were asked to perform actions like swiping to clear away the city's fog, tapping to ripple water and shaking their phones to confirm attendance to the event. The experience also featured an interactive panorama view of the event, as well as messages let users explore the fashions from the Burberry runway show in much more depth, complete with photos right off the fashion catwalk.
The experience took WeChat users on a digital journey from Shanghai to London, giving them a chance to win tickets to the fashion event. With WeChat, users were asked to perform actions like swiping to clear away the city's fog, tapping to ripple water and shaking their phones to confirm attendance to the event. The experience also featured an interactive panorama view of the event, as well as messages let users explore the fashions from the Burberry runway show in much more depth, complete with photos right off the fashion catwalk.
Trend Themes
1. Interactive Fashion Campaigns - Using messaging services like WeChat to create personalized and interactive experiences for consumers, enhancing engagement and creating a memorable brand experience.
2. Digital Journey Experiences - Taking consumers on a virtual journey through digital platforms, providing immersive experiences that build anticipation and excitement for fashion events.
3. Augmented Reality Fashion Shows - Integrating augmented reality features into fashion shows, allowing users to virtually explore the runway, view detailed fashion photos, and interact with the event.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can leverage messaging platforms and digital experiences to connect with consumers in a more personalized and engaging way.
2. Messaging Services - Messaging services like WeChat present opportunities for partnerships with fashion brands, offering a platform for interactive campaigns and user engagement.
3. Digital Marketing - The utilization of digital platforms, augmented reality, and personalized experiences in fashion campaigns opens up new avenues for digital marketing strategies.
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