Burberry announced several interactive components to a new marketing campaign, including an interactive video in London's Piccadilly Circus and a Burberry Booth.
In 2016, the brand will team up with with DreamWorks to create 3D ads using not-so-well-known models, a break from its usual look, reported Marketing Daily. With DreamWorks and NOCA, the brand has created a computer-generated version of its heritage scarf, which users can personalize and then play on the Curve screen in Piccadilly Circus.
Up to five users at a time can experiment with the scarves on their cell phones and then use their devices to control how the scarf flies around on the big public screen. If the user likes the scarf, she can then purchase it online or get directions to the nearby London flagship.
And last month, the retailer launched The Burberry Booth, an interactive experience powered by Google. Using real-time video, consumers can create a personalized version of the U.K. holiday campaign – a film that recreates the opening scenes of the movie "Billy Elliott" with plenty of celebrities including Elton John.
A consumer enters the booth to jump around, and then the technology gives him a version of the spot, with the consumer in it, that can be shared across all social media channels.
Burberry has 38 million social media followers on 19 platforms.
Burberry is no stranger to hands-on digital experiences for consumers. At the end of 2014, the brand opened its first Beauty Box in Seoul, South Korea, marking the debut of its beauty retail concept in Asia.
The Beauty Box included a whirlwind of digital interaction including a large screen to discover scents, explore craftsmanship and watch campaign videos; a digital lip and nail bar; and a 95-inch screen that broadcasted runway shows.
-See this Marketing Daily article
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