Burberry has announced plans to celebrate the Lunar New Year holiday season with a dedicated experience on Chinese social messaging platform WeChat and a gifting assortment for men and women.
The Burberry WeChat account has launched ‘A Lunar New Year Gift’, a dedicated interactive messaging service for its followers.
The experience invites users to use native app functionality of tapping, swiping and shaking to unwrap some of the brand’s gifts. At the end of the experience, users can also create and personalise digital Lunar New Year envelopes to send to friends and family to celebrate the holiday through the platform. WeChat users in China will also be given the chance to win limited edition physical Burberry Lunar New Year envelopes.
Burberry first partnered with WeChat in February 2014 with the launch of personalised platform activity during the brand’s womenswear show in London, followed by a platform-exclusive experience for Burberry’s event in Shanghai in April 2014. Through a parallel social event experience, followers were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices before the event. After the event, interactive event panoramas could be brought to life, allowing users to immerse themselves in dynamic, 360° views of the London and Shanghai set.
The Burberry gift assortment for the Lunar New Year holiday season includes products in a special colour palette of blues and pinks, together with Burberry’s iconic Parade Red and flashes of gold. The range includes Scottish-woven cashmere scarves, which can be personalised, and trench coats for men and women. Burberry’s signature tote, The Banner, is also available alongside men’s backpacks, leather wallets and cashmere Thomas Bear key charms.
Burberry Lunar New Year envelopes will also be available in store to enable customers to send physical envelopes to friends and family as well as through the Burberry WeChat experience.