Digital TransformationRetailBurberry and Printemps Team Up for Digital Holiday Display

Burberry and Printemps Team Up for Digital Holiday Display

Burberry is going digital this holiday season with an interactive window display at the iconic Paris department store.

Burberry has partnered with Printemps this holiday season, taking over the upscale French department store’s windows with an interactive Christmas story aimed at increasing social engagement with the brand.

Printemps unveiled the installation – “The Magical Christmas Journey,” which centers on a little boy and his teddy bear traveling from London to Paris via umbrella – last Thursday. The story unfolds on the store’s façade, where a 13-foot rendering of the boy floats over illuminated stars and landmarks, as well as in the window display, which consumers can play around with using their smartphones. By connecting to Printemps’ Wi-Fi, people are able to control the weather and create a storm as the boy crosses the English Channel, or steer a fleet of boats.

 

A photo posted by Burberry (@burberry) onNov 11, 2014 at 10:41am PST

“The Magical Christmas Journey” taps into social, allowing consumers to create virtual postcards based on the story and share them on social media. Though the display is featured at all 18 Printemps locations, the interactive element is only present at the Paris flagship, where Burberry has also decorated the atrium.

“The synergy of this campaign is impressive,” says Tom Caporaso, chief executive (CEO) of Clarus Marketing Group, a retail-focused firm based in Connecticut. “Not only does it use the complementary strengths of two major companies, it combines store windows, in-store displays, digital storytelling, mobile marketing, a range of products, Wi-Fi, and even gift-wrapping elements to create a dynamic, alluring show that attracts and engages shoppers, passersby, and even marketers from across the pond.”

This isn’t Burberry’s only digital offering this holiday season. In addition to the interactive store windows, the British clothier has a shoppable Twitter feed and a four-minute video entitled “From London with Love.” Since the video, which stars David and Victoria Beckham’s 12-year-old son Romeo, was released last week, it’s amassed more than 5 million views on YouTube.

“With digital, I love the fact that things are instant,” said Christopher Bailey, Burberry’s CEO, during a recent interview with Bloomberg TV. “It’s real-time and you can share stories, and you can share your experiences and create your experiences.”

Related Articles

Why retail scalping is still big business - and what to do about it

Ecommerce Why retail scalping is still big business - and what to do about it

4m Luke Richards
Best practices for digital marketing in 2017: How to take advantage of the latest trends

Marketing Best practices for digital marketing in 2017: How to take advantage of the latest trends

5m Tereza Litsa
How six retailers are using chatbots to boost customer engagement (and why you should too)

Chatbots How six retailers are using chatbots to boost customer engagement (and why you should too)

6m Chris Camps
Influencer marketing: the strides we’ve made in 2016

Marketing Influencer marketing: the strides we’ve made in 2016

11m Brian Zuercher
How to appeal to subcultures on social media

Marketing How to appeal to subcultures on social media

12m Tereza Litsa
How to avoid Shiny Object Syndrome to achieve influencer marketing success

Marketing How to avoid Shiny Object Syndrome to achieve influencer marketing success

8m Marcela De Vivo
Hashtags continue to lose in this year's Super Bowl

Campaigns Hashtags continue to lose in this year's Super Bowl

9m Al Roberts
NFL revises its short-sighted social media policy

Media NFL revises its short-sighted social media policy

11m Al Roberts