Clear Channel Tease Integrated ‘My Burberry’ Campaign with OOH Sneak Peek

Burberry recently launched My Burberry Black, the new parfum for women, inspired by the black Heritage Trench Coat, with the brand’s first Snapchat Lens and a campaign starring British actress Lily James.

As a first for the brand, customers could watch the campaign unfold as Lily James takes over Burberry’s Snapchat channel. The takeover culminated with the reveal of the TV campaign across multiple platforms globally including Clear Channel’s One Piccadilly and Coventry House screens in Piccadilly, London.

The campaign launched earlier this month with a series of innovations, including an in-store digital experience across selected retailers included a multi-sensory experience triggered by interacting with a My Burberry bottle allows customers to discover the My Burberry scents and immerses them in the universe of My Burberry Eau de Parfum, My Burberry Eau de Toilette and My Burberry Black. Customers will also be able to create their own virtual monogrammed bottle.

The campaign also featured a Snapchat adaptation, marking Burberry’s first branded Lens on the social media platform. A My Burberry Black Lens was created to immerse users into the aesthetic of the campaign. The Lens opens with an interactive scene of the Snapchatter under a Burberry umbrella, sheltered from a rainstorm. The Snapchatter is then prompted to ‘blow a kiss’, triggering a filter which adds a beautifying golden light to the images. The Lens is available in the US, UK, France, Italy and Germany.

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