Image options in the luxury British brand’s autumn 10 web campaign take interactivity to a new level
Luxury British brand Burberry is putting users in the picture with its autumn 10 online campaign. Launched this month, it is a set of shoot images with a difference. Visitors to the website can move the images left and right and forwards and backwards, and drag them 180 degrees.
This user control allows customers to see exactly how the product looks from a number of different angles and when zoomed in. The shoot photography fits with Burberry’s branding and the models were specifically chosen by chief creative officer Christopher Bailey to inspire its audience.
The campaign was originally publicised using Burberry’s YouTube and Facebook pages - the latter of which now has more than 1 million fans. Following on from the success of its Art of the Trench campaign, where users posted photos of themselves in Burberry trench coats, the autumn 10 campaign also allows users to share the images on Facebook, helping to grow the fan base further.
The cast of the autumn 10 campaign consists of models and musicians, many of whom have previously been involved with Burberry, be it on the catwalk or in videos on Live.burberry.com, where new musicians are given a platform to showcase their talent.
Bailey believes Burberry’s musical heritage is a big part of the brand and wanted this to be recognised: “I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.” The campaign aims to be an extension of the “live” experience that Burberry tries to create with many elements of the brand including the live coverage of its catwalk shows.
The autumn 10 collection hits stores in mid-July and from this point Burberry is planning to allow users to click through from the interactive shoot images to the transactional areas of the site to complete the user experience and increase online sales.