Burberry became the first luxury fashion brand to roll out a campaign on Snapchat Discover.
Promoting its new Mr. Burberry collection, the fashion house used its dedicated in-app ‘channel’ to debut a video shot by the British 12 Years a Slave director, Steve McQueen.
The carefully curated channel ran for 24 hours on Monday, and also included exclusive articles and interviews.
Burberry has long been a pioneer of new technology, having declared its decision to invest in social media way back in 2009.
That year, it not only launched successful Facebook and Twitter campaigns, but went on to become one the first brands to bring in Twitter’s “Buy Now” button, to put video advertisements on Instagram, and introduce runway made-to-order clothing. The brand even published the first Apple Music branded channel. It’s had notable runaway YouTube campaigns (its From London with Love feat. Romeo Beckham has been viewed 9,792,243 times). Last Christmas it even hooked up a mammoth 101m Piccadilly Circus billboard on which passers by design their own products from their smartphones.
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