Luxury brand Burberry looks to captivate and capture the digital marketplace with the new Kisses Campaign that allows you to send a ‘virtual’ kiss-sealed letter anywhere in the world.
This social media marketing promotion, powered by Google, is in direct response to recent trends indicating apparel is the fastest-growing shopping category online; and reflects how the new consumer is choosing to shop online rather than in a store. Previously luxury brands saw the Internet as a discount shopping experience and avoided the Internet; but with shoppers flocking online brands such as Chanel, Calvin Klein, and Louis Vuitton are embracing social media and have found large followers on their Youtube channels.
The Kisses campaign is very innovative, aiming to connect the Burberry with younger audiences and shows the evolution of luxury branding by directly connecting to people where they spend the most time in a playful manner.
Sending a virtual kiss is easy. You simply need to take a photo of your most perfect pout with a mobile, computer or tablet device. Next, simply color in your lips by choosing one of five available Burberry lipstick colors. Next, you can write a note ( a romantic one would be perfect, don’t you think) to your favorite someone and send via email.
The website uses street and landmark imagery to follow the kiss’ journey to the final destination.
The idea is really quite adorable and I am hoping makes the art of the writing a letter popular again; for a girl can never receive too many love letters you know.
While the campaign is quite new, it is so popular Burberry is planning soon to unveil a new Kiss campaign using Google Lightbox. Google Lightbox is another innovative marketing experience for it turns a simple online ad into a nearly full screen canvas advertisement.
Well enough of the tech talk for now and here’s hoping that you receive many new Kisses in your inbox soon.