Did you know the most active brands on social networks are luxury brands? By it’s very definition, luxury is all about exclusivity. So why is it that they are leading the way by reaching the largest audience through sites like Pinterest, Instagram, Facebook, You Tube and others.
(For best immersive video experience, turn your volume UP, way up!)
Iconic British luxury brand Burberry, for example, uses social networks to offer sneak peeks to product and behind the scenes info to loyalists…to hosting major marketing campaigns such as the Burberry World Live experience launched in Taipei this past April to celebrate the opening of their Taipei flagship store. Combining a 360 degree film, a live musical performance and digital weather experience, Burberry World Live creates a multi sensory experience that is the first to blur the physical and digital dimensions of the brand.
Featuring their iconic trench as the “product star”, Burberry created a digitally elevated audiovisual shopping experience, connecting consumers with not only their products, but integrating music and video as well to engage and entertain. This traveling tour will be featured in select cities globally including London, Hong Kong and Chicago later this year.
This immersive grand opening event appears to target the largest population that make up Gen Y. While Millennials may not have the means to buy luxury products now, being active in their communities (socially and physically) will help form preferences and foster relationships for future purchases.
(For those interested – the music in the video is by artist Marina and the Diamonds featuring the song “Numb”. Just beautiful!)