Known for its significant investment in WeChat’s most high-tech marketing features, Burberry is highlighting a selection of men’s and women’s gifts in a new interactive campaign for the upcoming Chinese New Year holiday (February 8).
The British label’s “A Lunar New Year” gift campaign allows users to tap, swipe, and shake to digitally “unwrap” gifts from the brand. Once their gift is “unwrapped,” they have the opportunity to send a personalized e-card to contacts on WeChat. In addition, users will be entered for a chance to win limited-edition Burberry Lunar New Year envelopes when they unlock their “gift” on the app.
Customers can also purchase the special-edition envelopes in-store along with a collection of gifts for the holiday. In contrast to its use of a Chinese character embroidered on a scarf last year, this year it’s offering a gift assortment in a special color palette of blues, pinks, gold, and Burberry’s iconic “Parade Red.” Items highlighted include cashmere scarves, trench coats, the brand’s Banner tote bag, men’s backpacks, leather wallets, and cashmere Thomas Bear key charms.
One of the earliest luxury brands to open a WeChat account, Burberry launched an official partnership with the app at its Autumn/Winter 2014 womenswear fashion show, where it featured a promotion allowing followers to personalize digital plaques with their names and unlock special behind-the-scenes audio commentary and images of celebrity attendees, including Chinese superstar Angelababy. In April 2014, Burberry launched a campaign to coincide with its Shanghai store opening that offered access to a “parallel social event” for WeChat users.