The Snapcode allows in-store shoppers to scan a barcode using their mobile device to unlock content from Burberry’s new campaign for male fragrance Mr Burberry. Burberry is running the content on Snapchat’s Discover channel, offering access to style and fragrance content, including tailoring and grooming tips. The channel will also feature the full-length director’s cut and behind-the-scenes content from the campaign. The content will be available for two months.
Launching today (4 April) and directed by Oscar-winner Steve McQueen, the ad tells the story of a couple madly in love. Besides Snapchat, the campaign will be supported by TV, print and OOH.
From 25 April, there will be scent-dispensing posters in Knightsbridge, London, which will spray the fragrance directly onto the user’s wrist when inserted underneath the sensor.
Customers are able to personalise their Mr. Burberry bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores. Users can also monogram their own virtual Mr Burberry bottle and share it on Facebook, Twitter, Pinterest and Instagram.
This is not the first time that the brand has used Snapchat and personalisation to engage consumers. In September last year the brand unveiled its Spring/Summer 2016 collection on the mobile app the day before its official runway show at London Fashion Week. In December, Burberry allowed people to create and buy personalised versions of its heritage scarves on their mobile phones by scanning an ad screen at Piccadilly Circus.