Burberry is the first brand to use Snapchat’s QR-style ‘Snapcode' feature to give people access to exclusive content when they are in-stores.
Burberry has today (4 April) revealed the advertising campaign for its latest men’s fragrance, Mr. Burberry, which encourages visitors to spot the ‘Snapcode’ on products that when scanned will direct consumers onto Snapchat.
Content created for the Snapchat channel includes a director’s cut of the campaign’s ad, grooming and tailoring tips, and a behind the scenes video. It will be live for 24 hours in the app. Following this, consumers will be able to access the channel for two months when they scan the 'Snapcode'.
The luxury brand’s partnership with the messaging app has seen it win an exclusive spot on the Snapchat Discover section, appearing as the first (and only promoted) brand within it (see below).
The ad campaign was photographed by Oscar-winning director Steve McQueen in a London studio with music created by Benjamin Clementine. The ads feature the British actor and musician Josh Whitehouse and British model and actress Amber Anderson.
It’s not the first time Burberry has been among the first brands to test the latest Snapchat feature. Last year , it live-streamed a fashion to the app, which it claimed delivered over 100 million impressions.