We loved when Burberry did Art of the Trench – a brilliant marketing initiative that celebrated the brand’s heritage product through the use of user uploaded content. But, as a brand that is always aiming to be on top, Burberry is launching a whole new interactive campaign for consumer for their Autumn/Winter 2010 collection.
Reported on Retail Week last week, the new campaign uses motion responsive imagery that will allow consumers to choose the view and perspective of the video campaign. Featuing 14 images and six interactive videos of the brand’s Burberry Prorsum, Burberry London, Burberry Brit and Burberry Accessories collections, the on screen imagery is said to be able to be rotated, paused and dragged by 180 degrees.
The concept isn’t unheard of as we’ve seen brands like ASOS and Ralph Lauren use the advances in technology to their advantage through innovative campaigns. However, Burberry has said ‘the use of such technology will be a first for a global luxury fashion advertising campaign and that it was developed to reinforce the brand’s innovation and digital creativity.’
Officially launching in July on Burberry.com, the campaign is already live on the brand’s website. It is set to run in conjunction with Twitter and Facebook campaigns.
“This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterised by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions.
Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.” – Christopher Bailey, Burberry’s Chief Creative Officer
Check it out for yourself at Burberry.com