Burberry Runway Show Live-Streaming Mobile Site, 2016

A mobile engagement site from teaser to live-streaming, and online-purchasing of Burberry September Show.

The Ask

Burberry wanted to have the first live-streaming runway show in China, and on mobile. In addition, customers could purchase the piece after the show. How could we keep people interest in the show and realize the concept "See Now Buy Now"?

The Answer

Make good use of wechat mechanism and celebrity influence.

We created and launched this mobile site 3 days before the show. Each day we released different behind the scene story of celebrities to get people entering the site. Once they were in, the system will automatically tagging them as our potential audience. On the day of the show, we push the live streaming link based on the database we got. After the show was over, we immediately replaced the live-streaming with the EC platform. From teaser to the end of purchase, we consolidated everything needed for the show and brought it to live.