Burberry is taking to the streets of London for their latest holiday campaign with a little help from interactive geniuses, Dreamworks.
Using a newly created media visualization platform, the campaign allows five people to control and monogram a Burberry scarf on the mega display in the heart of London’s Piccadilly Circus. Each smartphone will be like a hand-held remote and allow users to move the scarves at their will. Those shoppers will then get an alert to purchase their scarf online or at the flagship store just down the road. The campaign has a great mix of creativity coupled with interactivity, giving each user a small amount of time in the spotlight. It also creates a natural feeling stickiness with a consumer including a strong follow up and call to action from the brand.