Burberry/DreamWorks’ Custom Ads
Burberry has partnered with Nova – a new tech business established by US animation giant DreamWorks Studios – on an interactive retail ad campaign in London's bustling Piccadilly Circus.
Participants can interact with the digital billboard by accessing Burberry.com/play via their mobile phones. They're then invited to personalise the brand's iconic check scarf – choosing colourways and adding monograms, for instance – before watching their finished design appear on the supersized billboard screen. Adding a level of real-time interaction to the concept, they're able to make the scarf 'fly' by tilting their phone in different directions.
Steering them from engagement to conversion, users can instantly purchase their co-created product via the brand's e-commerce site, or access directions to Burberry's famous Regent Street flagship, located less than five minutes away.
The experience runs from December 14-31 2015 and continues Burberry's now grand tradition of pushing the digital envelope. Last month, it partnered with Google to create a video booth for its London flagship, allowing consumers to appear in their own edit of Burberry's A/W 15-16 campaign alongside a host of celebrities (see Holiday Pop-Ups 2015 for more).
For further examples of how Burberry leverages technology to engage consumers both in-store and online, see A/W 15-16 Shows: Social Media & Tech, S/S 15 Catwalks: Digital, Social Media & Tech Strategies, and Decoded Fashion: Bricks & Bytes, Milan Summit 2015.
See also Shoppable Content: Entertainment, Virtual Stores & Media Facades and Digital Christmas 2015.