Kudos Burberry - you have managed to reign over my WeChat for the past 1 week

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Mobile

Published on April 26, 2014

Author: NishthaMehta

Source: slideshare.net

Description

London fever in Shanghai? It's Burberry fever in WeChat. What is igniting the Burberry fandom on WeChat ? My take on this, 5 observations - 1. Modular Content, 2. Experiential Technology, 3. Made for the Mobile Device, 4. O2O - offline event now a mobile social event, 5. Super collaboration between agency, media, technology partners & the brand. More in the PDF enclosed.

To know more about the author please visit: https://www.linkedin.com/profile/view?id=52985001&trk=nav_responsive_tab_profile

KUDOS BURBERRY You have managed to reign over my WeChat for the past one week. Nishtha Mehta Executive Consultant|Mobile Evangelist Shanghai, China| April 26 2014 London fever in Shanghai as one says. I say Burberry fever on WeChat. WeChat turns into a virtual theatre for it’s Shanghai flagship store opening. Burberry is all over my Mobile, a.k.a. WeChat moments (news feed-wall combined) for the past week, but more so for the past 72 hours. At the last count - i had 14 Burberry content share on my WeChat moments, out of approx. 32 shares in the past 8 hours. This is me, a heavy WeChat user, without first having to follow any Burberry official account or actively looking for the brand. Burberry has now managed to invite me to experience their world on my Mobile device. Let’s not forget, WeChat = Social = Mobile in China. WeChat has got over 400 Million monthly active users in China alone. If i am loving what i am seeing , experiencing and sharing ahead, am sure there are million others who are, at this moment.

WHAT IS IGNITING THIS FANDON & iWOM ON WECHAT ? 5 key observations MODULAR CONTENT WeChat fans have access to content on demand. In bite size - modular pieces. Fans can customize the Burberry runway show that unlocks different modular pieces of audio visual content. Or simply experience the collection & show via modular content links that’s being shared by fans for their network of friends to see. 1. 2. 3. 5. 4. EXPERIENTIAL TECHNOLOGY Burberry has used a sleuth of experiential and intuitive technologies to create powerful virtual moments on Wechat. 360 degree panoramic technology based app within Wechat that’s launched today - lets users to get a panoramic view of the actual event & get custom information depending on which item they touch. MADE FOR THE MOBILE DEVICE Slide, touch, shake - these features are unique to the Mobile device. Burberry clearly understands how users use technology and have weaved it into their virtual experiences on WeChat. O2O - OFFLINE EVENT NOW A MOBILE SOCIAL EVENT WeChat has successfully proven to have the ability to bridge offline and online experiences. Despite not being physically present for the store launch event, live posting of the pics by fans, virtual app etc has given me a chance to see what’s happening offline, online - directly on my Mobile. SUPER COLLABORATION To organise a social event on Mobile, the team themselves need to have a super social collaboration, isnt it! WeChat, creative & media partners, Burberry content & marketing stakeholders have believably worked together hand in glove to make this a success. Kudos to the collaboration.

Copyright @ Nishtha Mehta Disclaimer - The content if this write up is the opinion solely of the author and not of any company or brand.

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