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.