The fashion show marks the beginning of an innovation partnership between Burberry and Weixin and WeChat, a leading social communication platform developed by Asia’s biggest Internet company Tencent, which will see a series of creative collaborations throughout 2014. The first initiative of the collaboration just began with the most personalised social show experience to-date.
By following the Official Burberry Account on the platform, users will be awarded with a personalised Runway Made to Order plaque with their name in either English or Chinese characters, as well as unlock exclusive multimedia content on the inspiration and details of key runway looks. Users can also follow show guests, including Angelababy, throughout their experience, receive exclusive imagery, audio and text messages.
The collaboration will kick-off from China and will roll out to international markets in a phased approach.