UK's Burberry collaborates with DreamWorks and Nova

By

Cajsa Lykke Carlson

Published
Dec 14, 2015

British fashion company Burberry has always been at the forefront of technology - recently, the brand teamed up with Google to launch the Burberry Booth. Now it's releasing a groundbreaking marketing campaign.

Together with Nova, DreamWorks Animation's new technology company, Burberry has created the first interactive luxury marketing campaign using new 3D technology. Burberry is using Nova's media visualisation platform to let users personalise and play with their own Burberry scarves, with the results showing on the famous ‘Curve’ screen in Piccadilly Circus, London.

Up to fiver users can play with the campaign at the same time on their mobile devices - and see the result on the big screen. They can then buy their creations, or get directions to the closest Burberry store.

Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation said: “Burberry is a world leader in luxury, and, leveraging NOVA’s technology, we’re thrilled to help them demonstrate a new and innovative product experience that enables consumers to both personalize and visualize the iconic
Burberry scarf."

The experience launches on December 14 and will be on until December 31.