July 31, 2013 The Burberry Kiss xx – The latest digital initiative from a classic British fashion brand New Tech Share this post: The mavens of digital marketing in retail, Burberry, led by the visionary CEO Angela Ahrendts and Chief Creative Officer, Christopher Bailey, have struck again. Partnering with Google, the Burberry Kisses initiative (launched in June 2013) shows just how creative and emotional one can be with digital. {Click to tweet} Digital kiss missive Hooking up with Google’s Art, Copy & Code initiative, the Burberry Kiss enables a person, using his/her mobile (or web) camera, to upload and send an individualized kiss, taking one’s own lips to seal the digital kiss missive. The link with Burberry’s is fine: to celebrate their make-up line, you get to choose one of 5 shades for your Burberry Kiss. For the guys, don’t worry, you can go with black & white! Once you send the message, you can see its path through a digital journey. The recipient gets the same upon opening. Of course, there is lots of social functionality (Facebook, Twitter and, in priority… Google+) for those wishing to extend the recipient base! Kiss recognition To do this, Burberry Kisses have developed a so-called kiss recognition technology. The application, accompanied by a jolly music (that could have possibly been a little longer and diverse), comes with kissing instructions or tips. Not that you need to pucker directly up onto the computer screen, but some of my own attempts were downright hilarious. I managed to get geisha girl lips once and Charlie Chaplin lips another time. I’d suggest one usability improvement for when they invite you to choose a shade. Presently, they send you to a world map of Burberry stores. A rather lazy solution. I would have preferred the site to auto-detect the country in which I was surfing and send me to the appropriate local shade collections on offer. Note that the Burberry Kiss app is “optimized” for Chrome. In other words, it’s exclusive to Chrome. Youtility over YouSellToMe As Jay Baer’s book Youtility stresses, it’s better long term to find ways to help someone rather to sell something to them. {Click to Tweet!} In this case, Burberry is helping to promote romance in an elegant manner using digital tools. What’s nice about the Burberry Kiss is that the sales pitch is very discrete… you can pick from 5 shades and that little option might spur the inquisitive mind. Otherwise, the whole journey is free and easy, without any obligation! (I do remain curious about any follow-up CRM). You can even follow all “live” Burberry kisses being sent around the world, as well as see a heat map of the most common destinations. Nice one. Moreover, there is a privacy option that can keep your kiss a secret. (For the others, beware, the name and destination is visible). xx without the last x As Christopher Bailey said in an interview quoted in VOGUE, ”We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trench coat on a rainy morning.” The cocktail of strong new products, innovation in the retail experience and strong digital and immersive initiatives, seems to be doing a lot of good to Burberry’s overall IRL numbers: +13% retail at end of June. Overall, I think it’s a good example of luxury digital marketing with intelligent partnering and creating an exclusive and inviting experience. If you want to send your own Burberry Kiss, please click here (you needn’t kiss the screen)! Best, Minter xx NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! Art Copy Code, branding, Burberry, Burberry kiss, Burberry Kisses, Google, marketing, New Tech Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter has a new book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, that released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post
yendi August 6, 2013 at 6:58 pm Although Burberry chose a different music, it reminds me of "Sealed with a kiss" the song by Jason Donovan (among a few singers) Burberry kiss is an example of expressing a brand, engaging with musical emotions since words are limited. Multiplying sensations enhancing the message and the potential for memorizing and associating the brand, not only to a visual ad, but to a customized message sent by a real person/friend show high digital IQ.
yendi August 6, 2013 at 6:58 pm Although Burberry chose a different music, it reminds me of "Sealed with a kiss" the song by Jason Donovan (among a few singers) Burberry kiss is an example of expressing a brand, engaging with musical emotions since words are limited. Multiplying sensations enhancing the message and the potential for memorizing and associating the brand, not only to a visual ad, but to a customized message sent by a real person/friend show high digital IQ.
The Burberry Kiss xx - The latest digital initi... August 12, 2013 at 8:58 am […] Partnering with Google, the Burberry Kiss initiative (launched in June 2013) shows just how creative and emotional one can be with digital. […]
The Burberry Kiss xx - The latest digital initi... August 12, 2013 at 8:58 am […] Partnering with Google, the Burberry Kiss initiative (launched in June 2013) shows just how creative and emotional one can be with digital. […]
Roland August 13, 2013 at 1:07 pm "This experience is optimised for Google Chrome. Please download the latest version to continue." Instantaneous turn-off.
Roland August 13, 2013 at 1:07 pm "This experience is optimised for Google Chrome. Please download the latest version to continue." Instantaneous turn-off.
yendi February 8, 2014 at 7:54 pm Although Burberry chose a different music, it reminds me of “Sealed with a kiss”, the song by Jason Donovan (and a few other singers). Burberry kiss is an example of expressing a brand, engaging with musical emotions since words are limited. Multiplying sensations enhances the message and the potential for memorizing the brand. It is not only a visual ad, but a customized message sent by a real person. Burberry shows high digital IQ
yendi February 8, 2014 at 7:54 pm Although Burberry chose a different music, it reminds me of “Sealed with a kiss”, the song by Jason Donovan (and a few other singers). Burberry kiss is an example of expressing a brand, engaging with musical emotions since words are limited. Multiplying sensations enhances the message and the potential for memorizing the brand. It is not only a visual ad, but a customized message sent by a real person. Burberry shows high digital IQ