Burberry partnered with leading image makers, including so popular Scott Schuman of the Sartorialist and invited its community to submit their own pictures of how they use the trench. The best pictures are featured online and participants can comment, like and share the pictures through Facebook Connect, Twitter, Delicious or Email. Forrester twitted that sales of the trench increased by 85% since launch. The concept and execution are brilliant – i’ts creative, has longevity and gives people a reason to come back and share. Some pictures have over 1000 comments and ‘likes’. It would also make a beautiful photo exhibit and coffee book! Great benchmark for beauty brands to get inspired to engage with their communities online. How can you adapt this idea to your brand?
The Art of the Trench by Burberry