Burberry's newest ad campaign was an industry first and was shown to audiences as it happened live -- on Snapchat. The luxury retailer gave fans a behind-the-scenes look at the making of the brand's upcoming Spring/Summer campaign by capturing moments of its photo shoot and broadcasting them via social media.
Taking these photos was longtime Burberry collaborator and renowned photographer Mario Testino. The incorporation of social media by brands is nothing new, but Burberry's latest use of Snapchat is especially intriguing. Because of its fleeting nature, the photos were only available to users for 24 hours before being erased. These Snapchat images double as Burberry's newest advertisement and are directed at a younger demographic. The time-restrained pictures also further the brand's currency and exclusivity.