Burberry and Apple Collaboration for Fashion Week

Last week, Burberry partnered with Apple to promote its spring women’s collection by exclusively using the iPhone 5S to capture images and video before, during and after their recent London show.  It’s been reported that Apple initiated this partnership potentially seeing this as an opportunity to highlight the newest phones video and image capturing abilities as a product for the everyday person fitting for a high end fashion photographers. The iPhone recorded show was broadcast across 11 social networks, its own digital flagship site and through 13 live-streams on outdoor screens set up in locales from New York’s Times Square to Hong Kong’s Worldwide House. Thanks to the company's Twitter efforts, this campaign had a real-time reach that resulted in tens of millions of impressions for content relating to the event. Photos taken with the mobile device were also broadcast on large-scale outdoor screens in the aforementioned international cities.

The 11 Platforms used?

·         Instagram: http://instagram.com/burberry#

·         Facebook: https://www.facebook.com/burberry

·         Twitter: https://twitter.com/Burberry

·         Google+: https://plus.google.com/+Burberry/posts

·         YouTube: http://www.youtube.com/user/Burberry

·         Pinterest: http://www.pinterest.com/burberry/

·         LinkedIn: http://www.linkedin.com/company/burberry

·         Japan’s Sumally: http://blog.sumally.com/2013/02/28/burberry-on-sumally/

·         China’s Sina Weibo: http://e.weibo.com/burberry

·         Douban: http://site.douban.com/burberry/

·         Youku: http://www.youku.com/show_page/id_z2c5a80a83d6d11e097c0.html

Angela Ahrendts, Burberry’s chief executive officer, said in an interview after the show, “Social media is as important as search, as print, as outdoor, because you’re reaching a totally different consumer…You can either put it out there or let them say whatever they want, but we prefer to lead the conversation, fill it with rich content, to start a higher level discussion. And why not? I think that’s great branding today.”

Some digital marketing professionals noted that Burberry scaled back on social media advertising spending, devoting fewer dollars to promoted posts and ads on Facebook, and is investing more heavily in e-commerce operations. It’s possible the brand will rely on this latest partnership and the publicity it brings to drive sales in the United States, Japan, and China.

http://www.wwd.com/media-news/digital/burberrys-spring-show-goes-global-7160355?src=search_links