Burberry Partners with Twitter creating first ever ‘TWEETWALK’ Show
Burberry isn’t the only fashion brand taking a holistic, cross-platform marketing approach to its online marketing. The lifestyle brand is now the first luxury brand to partner with Twitter in order to create an international, online “tweetwalk” show from London. The event also leverages Facebook, Chinese social networks Sina and Youku, Instagram, YouTube and an on demand live stream to distribute the content across the web simultaneously.
‘’We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds.’’- Christopher Bailey, Burberry Chief Creative Officer
Here’s how you can partake of the whole experience:
Burberry partners with Twitter to create the first ever live ‘Tweetwalk’ show, premiering the Spring Summer 2012 collection with instant backstage twit pics of every look live from London’s Hyde Park show space. Every look will be shared before the models hit the runway, allowing followers to view the collection moments before anyone else. Images can be viewed in full using Twitters new media gallery photo functionality.
Burberry will stream in HD through Facebook and have created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
The Burberry Instagram account will be taken over by British photographer Mike Kus, the most followed British Instagram user with over 121,600 followers, sharing his exclusive images live from the show space.
Burberry will be streaming content from the show including red carpet interviews on to the You Tube homepage.
BURBERRY.COM – RUNWAY TO RETAIL
The runway collection is available for purchase exclusively for one week at Burberry.com and at over 45 Live digitally charged in store retail theatre events, bringing the collection to consumers globally in just 8 weeks with all looks shot in 360 degrees using red cam technology.
Using iTunes functionality viewers can download the tracks from the show through the on demand service.
CHINESE SOCIAL NETWORKS
BURBERRY BODY HOLOGRAM
Guests will experience the brand’s new fragrance for women Burberry Body, entering the show space through an immersive, multi-faceted experience featuring a 4 Dimensional hologram of Rosie Huntington-Whiteley, the face of Burberry Body – showcased in a scented room using innovative virtual imagery pioneered by the brand in Beijing earlier this year.
ON DEMAND LIVE STREAM
The full show can be watched on demand at Burberry.com, Facebook/burberry.com and on partner sites globally, viewable on mobile devices including the iPhone and iPad.