British luxury brand Burberry teamed up with WeChat, one of China’s most popular messaging platforms, for a series of creative collaborations throughout the year.
The partnership lets fans customize their runway show experience by allowing them to unlock special WeChat-only audio content, access exclusive details about the inspiration behind the collection pieces, and follow VIP guests during their experience at the show.
The first output of the collaboration was the Burberry Autumn/Winter 2014 womenswear show on WeChat. Burberry followers were able to create personalized AW14 Runway Made to Order plaques through a single text. A senior member of the Burberry design team also provided a voice-over on the inspiration behind key pieces on the runway show. Fans were also able to follow two Chinese show guests like Chinese actress Angelababy. Burberry followers received exclusive images, videos and audio that tracked the VIPs throughout their show experience.
Watch the video below for more about the innovative partnership.