Burberry Campaign Extension Diana Amaya

New Campaign Idea

Collaborate with popular British recording artist Sam Smith by sponsoring the livestreaming of a concert event and contest to enhance fans’ and music lovers’ connection to Burberry in a way that further aligns Burberry with values that overlap with the Sam Smith “brand”: British heritage, youth, fun, elevated style, and new music.

Burberry Website/Youtube

Activation: Film an acoustic performance of Sam Smith’s “Stay with Me” to feature on the Burberry Acoustic webpage and share widely to create buzz around Sam Smith tour and establish Burberry’s relationship with Sam Smith.

Resources: Contract with Sam Smith, film crew and location

Execution: Feature the video on the Burberry Acoustic webpage and share widely via various social media channels to create a buzz around the Sam Smith tour and establish Burberry’s relationship with the artist.

Facebook/Instagram

Activation: Announce the Burberry sponsored livestreamed concert via Burberry and Sam Smith Instagram accounts with a well-styled photo of Sam Smith in Burberry attire and copy reading “Sam Smith x Burberry; livestreamed concert event March 27th”. This will also link to facebook accounts.

Resources: photographer, stylist, photo shoot, location, designer to create the image

Execution: When announcing the event, explain to followers that every share and regram is a chance to win tickets to the concert event. Announce weekly with different images and copy leading up to the event.

Influential Bloggers and Websites

Activation: Pitch bloggers and websites who will promote the concert event on their website/blog, e.g. Refinery29, The Sartorialist, Pitchfork

Resources: PR team to reach bloggers and websites, contracts, Burberry attire

Execution: Websites will write articles and bloggers will write sponsored posts. Personal style bloggers will wear a Burberry piece in their post. Each website and blog post will be shared through respective social media channels.