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Last week saw the highly anticipated launch of the new Burberry S/S 2012 Collection at London Fashion Week. However, it wasn’t the line of A list celebrities that interested me in this latest collection, it was how Burberry and its social media team thought of a simple concept that broke the boundaries of other fashion shows and their use of social media.
The majority of fashion shows, including Burberry, all had the idea of providing live streams of the shows to loyal Facebook followers. During the previous fashion weeks, it seemed that the social media choice for the hundreds of spectators was to tweet instantaneous pictures with a fashion week hash tag to their Twitter page and followers.
When London Fashion Week arrived, British brand Burberry was already one step ahead of the Twitter crowd as they launched #Tweetwalk.
Tweetwalk was a hash tag feed that offered the brand's followers an exclusive backstage preview of the new collection through a series of Twitpics that showed every model/look that was about to be seen at the 4pm catwalk show. Tweetwalk also offered followers exclusive online offers and clothing.
The Rise and Rise of Twitter
Burberry's #Tweetwalk proved to be extremely successful for the brand by offering a new and exclusive online customer experience to their target audience, with many people tweeting about how great the collection was and the overall concept of #Tweetwalk.
Burberry is the perfect example of how companies are moving away from the traditional promotion techniques and are beginning to incorporate social media into their campaigns.
The news of #Tweetwalk comes just days after Twitter CEO, Dick Costolo, reported that in June 2011 Twitter achieved over 100 million active worldwide users, with ComScore reporting that Twitter had a figure closer to 150 million unique visitors in July 2011. These statistics have seen a dramatic increase of 82% since the beginning of the year, with over 50% of Twitter users logging on each day to tweet about their life and look at what others are tweeting.
From small to large businesses, it is no secret that companies are beginning to take note of social media platforms and the benefits that can be delivered from them. As mentioned within the I-COM blog, there are many advantages and disadvantages to social media, but when a campaign, like Burberry’s, is planned correctly the results can be extremely beneficial for the brand and sales.
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