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e-commerce Uncategorized

Multimedia Burberry campaign invites users to pre-order new collection

Burberry is inviting consumers to purchase directly from its autumn/winter 2012 campaign and ahead of store delivery, through a series of short films and imagery.

In a continuation of the brand’s Runway to Reality concept, which allows consumers to pre-order items straight from the catwalk, fans will be able to buy straight from the campaign gallery on Burberry.com for the first time.

The campaign – starring up-and-coming British actress Gabriella Wilde, alongside musician Roo Panes – will break on June 1, with new creative rolled out on a monthly basis thereafter. Referred to as the brand’s “most cinematic shoot to date”, it was captured by Mario Testino at the Royal Naval College in London at night.

“We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way,” said chief creative officer, Christopher Bailey.

Panes has written and recorded a track called “Indigo Home” exclusively for Burberry, due to be released on iTunes also on June 1. The campaign will also be pushed across international platforms including Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.

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social media technology

Burberry preps for SS12 digital extravaganza featuring Tweetwalk, Instagram takeover and a 4-D Rosie Huntington-Whiteley

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Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.

The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.

Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.

“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.

“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.

The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.

Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.

Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.

And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.

Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.

A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.

Check out Bailey’s intro to today’s show, below:

Categories
social media

Burberry to livestream on Piccadilly Circus billboard

Every season Burberry ups its game with some sort of digital initiative around its fashion week show. “Runway to reality” for instance, or its 3D theatre experience.

This time, it’s going one step further in making its show accessible to the masses, and screening its livestream on Piccadilly Circus’ famous Landmark 32m digital screen – a first for any brand.

Here’s a pic chief creative officer Christopher Bailey just posted to Twitter:

He said: @Burberry: Streaming the show live into Piccadilly Circus on Monday…really exciting, in our home town! CB

It’s taking place at 4pm on Monday. If you’re in London, I suggest you go take a look, it’s bound to be an experience.