Burberry partners with Twitter to create the first ever live ‘Tweetwalk’ show, premiering the Spring Summer 2012 collection with instant backstage twit pics of every look, live from London’s Hyde Park show space.
Every look will be shared (@Burberry) before the models hit the runway, allowing followers to view the collection moments before anyone else. Images can be viewed in full using Twitter’s new media gallery photo functionality.
‘’We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds.’’ Christopher Bailey, Burberry Chief Creative Officer”
Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row.” Tony Wang, Twitter
Runway To Retail
The full show can be watched on demand at Burberry.com,
Facebook.com/burberry and on partner sites globally, viewable on mobile devices including the iPhone and iPad.The runway collection is available for purchase exclusively for one week at Burberry.com and at over 45 Live digitally charged in store retail theatre events, bringing the collection to consumers globally, in just 8 weeks with all looks shot in 360 degrees using Red Cam technology.
Burberry will stream in HD through its Facebook page and have created a link for every single one of its 8 million+ fans to stream the show through their own personal Facebook pages; sharing with their friends, broadening the social experience and the show audience.
The Burberry Instagram account will be taken over by British photographer Mike Kus, the most followed British Instagram user with over 121,600 followers, sharing his exclusive images live from the show space.Burberry will be streaming content from the show including red carpet interviews on the YouTube home and brand’s page.
Using iTunes functionality, viewers can download the tracks from the show through the on demand service.Finally, the largest luxury brand on Chinese social media, will also stream the show through Sina and Youku.
Bonus: Burberry Body Hologram
Guests will experience the brand’s new fragrance for women Burberry Body, entering the show space through an immersive, multi-faceted experience featuring a 4 Dimensional hologram of Rosie Huntington-Whiteley, the face of Burberry Body – showcased in a scented room using innovative virtual imagery pioneered, by the brand in Beijing earlier this year.