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Burberry partners with DreamWorks Animation and Nova on interactive marketing campaign

Burberry has become the first luxury brand to partner with DreamWorks Animation’s newly formed technology company NOVA to launch an interactive marketing campaign featuring new 3D technology.

GENERAL MERCHANDISE

Burberry partners with DreamWorks Animation and Nova on interactive marketing campaign

Burberry has become the first luxury brand to partner with DreamWorks Animation’s newly formed technology company NOVA to launch an interactive marketing campaign featuring new 3D technology.

Using the NOVA media visualisation platform, Burberry has designed a new digital out of home experience featuring computer-generated versions of its iconic heritage scarf that users are able to personalise and play with on the world famous ‘Curve’ screen in London's Piccadilly Circus.

The campaign allows up to five users to explore the full range of Burberry scarves on their mobile device, monogram their favourite and see it appear on the giant screen where it flies around directed by the motion of their device.

They then have the option to purchase their scarf on Burberry.com or receive directions to the nearby Regent Street flagship store.

Christopher Bailey, chief creative and chief executive of Burberry, said: “DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films. They have constantly pushed the boundaries of what is possible in digital animation and with their latest NOVA platform we have been able to partner with them to create something really beautiful and engaging for our customers. We are thrilled to be working with such an incredible company led by Jeffrey Katzenberg - a truly innovative and creative thinker. We are looking forward to seeing how audiences react.”

The experience will run 24 hours a day until the 31 December.

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