Burberry gets interactive for perfume promotion

British fashion label Burberry's latest campaign lets smartphone users personalise billboard ads in London and New York.

Customers can personalise the new perfume
Customers can personalise the new perfume

Fans of the brand passing by Covent Garden and Piccadilly Circus in London and the Meatpacking district in New York will be able to submit their details on a dedicated mobile site, in the hope their initials will appear live on a giant bottle on the digital screens.

The website will then direct them to the nearest Burberry store. Users will also be able to share their bespoke bottle across a number of social media streams, including Facebook, Pinterest and Twitter.

Burberry has also revealed it will stage similar takeovers at Selfridges in London and Sephora in Paris, where customers will be able to create a virtual bottle on large screens, before seeing it produced in-store.

The interactive element forms part of the brand’s wider My Burberry campaign, which promotes the fact that customers can have their initials monogrammed onto the scent’s 90ml My Burberry bottle.

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