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.
“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.”
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