In Brief

The British brand's holiday art display and vending machine will travel to its various stores this holiday season, prompting customers to share and hashtag their photos of the experience to unlock merchandise

U.K. luxury brand Mulberry is fully embracing the winter festivities by expanding its #MulberryLights initiative. The project will feature a vending machine stocked with prizes, which will travel to a number of Mulberry stores across the U.K., including London and Edinburgh.

The campaign, which features a hashtag in the title and an array of aesthetically visceral sets, encourages customers to share their images of the interactive exhibition in a bid to boost the brand’s social engagement on platforms such as Instagram. Customers can enter to win luxurious prizes, such as small leather goods or £1,000 vouchers, by sharing their posts from the interactive event and using the hashtag #MulberryLights.

The immersive installation will host events in 4 U.K. cities before traveling to New York in December. Ultimately, the experience is designed to boost brand engagement by rewarding participation, as well as amplify social engagement and capture consumer data.

Mulberry

U.K. luxury brand Mulberry is fully embracing the winter festivities by expanding its #MulberryLights initiative. The project will feature a vending machine stocked with prizes, which will travel to a number of Mulberry stores across the U.K., including London and Edinburgh.

The campaign, which features a hashtag in the title and an array of aesthetically visceral sets, encourages customers to share their images of the interactive exhibition in a bid to boost the brand’s social engagement on platforms such as Instagram. Customers can enter to win luxurious prizes, such as small leather goods or £1,000 vouchers, by sharing their posts from the interactive event and using the hashtag #MulberryLights.