BURBERRY‘s Spring/Summer 2021 show was live streamed by 28 million viewers on Tmall, the highest ever recorded number for a single brand on the platform and the first show to be broadcast using a multi-camera angle.
In the three days leading up to the show, we partnered with Alibaba Group for their Super Brand Day on Tmall. To build anticipation for the show, we collaborated with the dancers from the hit program “Street Dance of China” to create teaser videos which gained 20 million comments, likes and shares.
“The combination of real-time livestream, the new and exclusive five angle camera view and AR technology brought our show to life in a way never experienced before. We are pleased that so many new customers joined us online for this exciting Burberry moment”, said Mark Morris, Senior Vice President of Digital Commerce.
Burberry Spring Summer 2021 record views on TMALL China
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