Back in Feb last year, we published a post detailing how Burberry China were offering fans a new way to connect with the brand during their Autumn/Winter 2014 fashion show. They teamed up with popular Chinese messaging app, WeChat, to give fans the chance to customise their own runway experience in real time.
A year later and Burberry are back on the front foot, driving brand advocacy and reaching new audiences via their innovative digital partnerships; this time connecting with both Twitter and the Japanese messaging platform, Line, as part of their fashion week activity.
The fashion house’s partnership with Twitter saw people anywhere in the world have the opportunity to take a photograph of the Burberry Prorsum Autumn/Winter 2015 Womenswear show. Whenever a Tweet was posted with the hashtag #Tweetcam and @Burberry Twitter handle, a camera was triggered to take a photo of the models walking down the runway. Burberry then tweeted each photo to the user’s own Twitter page.
A live stream of the show was also made available to Line’s 170 million active monthly users. In addition, Burberry has created a series of emoji-style stickers, which are a popular element of the app. These stickers are exclusive to users of Line; most certainly a successful move by Burberry to ensure they increase and secure their fan base around the world.
Burberry’s digital, global collaborations are definitely proving to be an effective way of reaching out to new audiences and securing advocacy with their multitudes of existing fans.