Ahead of Lunar New Year 2016 celebrations, the Burberry WeChat account launched 'A Lunar New Year Gift,' an interactive messaging experience that included a personalized offering through the app. The innovative collaboration invites users to use the apps native functions, such as swiping and and shaking, to unwrap digital brand gifts. Once they have completed unwrapping the gifts, users are invited to make their own digital Lunar New Year envelopes to send family and friends during this year's celebrations.
Although this Burberry WeChat campaign isn't the first of it's kind. In 2014, WeChat and Burberry facilitated an interactive mobile campaign through the app that encouraged fans to unlock exclusive content.
WeChat is the most popular messaging app in the world that was recently acquired by Facebook and that has received a valuation of $19 billion.
What's Driving This Trend
- Interactive Digital Gifting
- The use of digital experiences to personalize and enhance gifting is a disruptive innovation opportunity for companies looking to engage with consumers during holidays or special occasions.
- Messaging App Collaborations
- Partnering with messaging apps such as WeChat to provide interactive experiences for customers is a disruptive innovation opportunity for companies looking to increase brand engagement and awareness in new markets.
- Personalized Digital Envelopes
- Creating personalized digital envelopes for customers to send to their loved ones during special occasions is a disruptive innovation opportunity for companies looking to enhance customer experience and loyalty.
Who This Affects Most
- Retail
- Retail businesses can use digital gifting experiences and messaging app collaborations to enhance customer engagement and sales during holidays and special occasions.
- E-commerce
- E-commerce companies can use personalized digital envelopes and messaging app collaborations to differentiate their offerings and drive customer retention and loyalty.
- Messaging Apps
- Messaging app companies can partner with brands to offer interactive experiences to customers, creating new revenue streams and increasing customer engagement and retention.
