It feels like Burberry announces a new tech-inspired initiative with about the same frequency that it releases new collections. And just days after the Burberry unveiled its pre-fall 2016 collection, the British heritage label is following it up with a new marketing scheme.
In partnership with Google, Burberry has launched "The Burberry Booth" at its Regent Street flagship store in London. (Yes, that's the same store with the special screens that interact with the RFID chips embedded in the clothes.) Via real-time video-stitching technology, customers can film their own versions of the brand's current ad campaign. As you may have seen seen, the Festive campaign sees famous people — Romeo Beckham, James Corden, Naomi Campbell and others — jumping Billy Elliott-style against a green-printed background. Via Burberry Booth, holiday shoppers can create a 15-second edit of the campaign in which they appear alongside such celebs. The clip is instantly sent to the user, who can then share it with their friends. Surely Burberry hopes those friends will want to see what fun there is to be had at the store, too.
This is the second time Burberry has partnered with Google for a digital campaign, the first being "Burberry Kisses," which used "lip detection technology" to allow users to send digital kisses to loved ones in June 2013.
Given Burberry's status as a luxury brand, the Burberry Booth feels a little cheesy and lowbrow — juvenile, even. While we understand the importance of bringing entertainment to brick-and-mortar retail these days, we expect Burberry to be ahead of the game when it comes to technology and social media, and this shareable in-store experience is not exactly novel. Warby Parker and Reformation are among the dozens of retailers with digitally connected in-store photo booths; and Jib Jab's been letting teens insert their faces into silly animated videos for years. That said, we haven't actually tried this one out, and given Burberry's track record and Google's involvement, perhaps it's a cool experience.