Visitors to Burberry websites have many multimedia options--including participating by showing what your trench looks like on the company's Art of the Trench site. Want your own custom-designed Burberry trench? Since 2009, the company has invited you to design what you want online. The mobile site can stream fashion events and more so you can watch or buy from your smartphone or tablet.
Burberry aims to have a digital presence wherever its brand fans are (or want to be). Just recently it opened a digital branch on China's Tmall shopping platform, owned by Alibaba. In short, Burberry's content engages customers and fashionistas on multiple platforms, including in-person, via mobile and online. Take a look at Burberry's integrated social media presence on YouTube, Twitter (3m followers), Pinterest (86k followers) and Facebook (17 million likes).
This is a brief update to the closing case in chapter 1 of Essential Guide to Marketing Planning.