Marketing Week has this morning run a great story on a British brand optimising social media platforms for maximum exposure.
The ads will star British actress Gabriella Wilde and British musician Roo Paines, and was shot in Greenwich - near the heart of the Olympic Games.For the first time, consumers will be able to purchase its autumn-winter collection directly through a campaign gallery and short films on Burberry.com. Live across all platforms on 1st June, the brand will also focus on Burberry’s British heritage, in an effort to capitalise on the Queen’s Diamond Jubilee celebrations and the build-up to the London 2012 Olympics.
In addition to the materials on Burberry's own site, they will be reaching new levels on fan interaction and engagement, hoping to create major brand awareness through their 10 million Facebook fans, as well as optimising real-time network Twitter with a "Tweetwalk", exhibiting backstage TwitPics minutes before the models hit the catwalk.
In short, this amount of unique content broadcast with such proficiency is near-revolutionary stuff.
This idealogy is thanks in part to chief creative officer Christopher Bailey, who joined the company in 2009. He believes the company is now "as much a media-content company as a design company". This latest marketing drive builds on Burberry's previous digital work as their ‘Runway to reality’ strategy allowed ‘VIP’ consumers to buy items from its runway collections immediately, via an iPad app.
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