April 5, 2016Published by: Joe Cant

Burberry is the first luxury brand to run a sponsored Snapchat Discover channel

With Snapchat allowing more and more brands onto its ad platform, it was only a matter of time before a non media specific brand jumped on the band wagon and took it that one step further. Christopher Bailey has stepped up to the plate with Burberry. It has used Snapchat to help with the launch of its latest men’s fragrance, Mr. Burberry and a capsule Menswear collection.

We're not surprised that Burberry was the first non-media partner for Snapchat's Discover as they're consistently known for their fast developing pace in social media and rule breaking innovation. Examples of this are their campaign shoot via Snapchat with fashion photographer Mario Testino back in October, or way back in 2010 when they were the first company to live stream their fashion show, and it was in 3D.

By hosting their own Discover Channel, Burberry has been able to share editorial, video and behind the scenes footage of the campaign. With Burberry’s in-house content team, you’d expect nothing less than on brand and beautifully produced content.

The luxury fashion giant is also printing snapcode's* onto their products, to help urge customers to use Snapchat in-store, and to check out their aforementioned Discover page.

We look forward to seeing what other brands might do with this platform, now that Burberry has set a benchmark.

*Snapcode - Snapcodes are unique, scannable codes that make adding new Snapchat friends and opening Snapchat content even easier! Your Snapcode is located in the center of your Profile Screen, found by tapping in the upper center of the Camera Screen.

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