Burberry Brit Rhythm for women prize promo, mobile experience
Wednesday January 29, 2014 at 9:58am
Burberry is supporting the launch of its first "in-house" women's fragrance, Brit Rhythm, with a multi-country prize draw offering a £6,000 trip to China, sampling and an "immersive" mobile experience that taps into a mobile device's gyroscope. Consumers can ask for samples of the new perfume to be mailed to them by visiting the Burberry website, clicking on banner ads, visiting participating retailers’ websites or by going in store and trying out the mobile experience. By requesting a sample, they are automatically entered into a prize draw offering a trip to a Brit Rhythm event in Shanghai, China, on April 24th 2014. The draw is open to residents of Brazil, Finland, France, Germany, Hungary, Ireland, Italy, Japan, Korea, Norway, Spain, Sweden, The Netherlands, Taiwan, UAE, UK and USA. Residents of other countries can claim a free sample but will not be entered into the draw. There are 10 prizes in total, and each prize consists of two VIP passes to attend the Brit Rhythm event in Shanghai, return flights for two to Shanghai, one night’s hotel accommodation at a 5 star hotel and a bottle of Burberry Brit Rhythm fragrance. The advertising campaign for Brit Rhythm for women features a film starring British model Suki Waterhouse and The New Puritans drummer George Barnett. Shoppers in participating stores can scan a QR code on an iPhone or iPad to have access to bespoke Brit Rhythm digital content. Burberry’s launch of the women’s fragrance in January 2014 follows the launch of its Brit Rhythm for men fragrance in September 2013, with an international TV and Instagram campaign also starring Barnett and featuring crowd-sourced images from Instagram using a #ThisIsBrit hashtag.