Burberry is one of the most visible brands on desktop and mobile search engines and e-tailer sites. It capitalizes on those impressions by shortening the purchase journey and embedding information about nearby stores in its paid search ads. This holiday season, Burberry increased the visibility of its scarves by letting consumers customize designs on their mobile phones and fly them around on a digital screen on Piccadilly Circus. Five users could broadcast their creations on the big screen at a time, and they were offered the tempting option to buy the customized scarf right then and there or follow directions to the nearby Regent Street flagship.
This experience – launched on 10 a.m. on Monday and running continuously until December 31 – is a partnership with DreamWorks’ Animation’s new company Nova. With technology used to power 3-D films and on a cloud-based platform, Nova is offering brands like Burberry a flexible means to showcase their products on digital without sacrificing image quality. Burberry is the first luxury brand to partner with Nova.
Less than a month ago, Burberry partnered with Google to create a film experience employing real-time stitching technology. In the Burberry Booth at the Regent Street store, customers can insert themselves in Burberry’s holiday campaign alongside Naomi Campbell, Sir Elton John, James Corden and Rosie Huntington-Whiteley and share on Twitter, YouTube, or email.
As evident in the timeline below, Burberry is not afraid of new technology platforms. In fact, it is a consistent early-adopter of technology. L2’s year-end report In the Company of Genius – which looks 66 brands labeled as Genius among 1,801 brands studied across 22 industries – identifies the openness to new trends and innovations as one of the key characteristics that set Geniuses apart from others. For more what makes digital genius, download a copy of L2’s study.