Challenge

How do you make people not in attendance feel part of one of the most inclusive shows of the year - Burberry’s Autumn/Winter fashion show?

Idea

Allow their digital audience to take control of cameras and take their own exclusive shot of the catwalk and receive it in real time whilst the show is happening. Introducing #TweetCam - the world’s first Twitter-powered camera. All people had to do was Tweet #TweetCam during the show to instantly get Tweeted back their pic (which was embossed with their Twitter handle and a date and time stamp).

Results

It stole the show - with over six photos being taken per second the show was live. The campaign generated a lot of trade and fashion coverage (including French Vogue, Dazed and Tatler) highlighting the level of innovation. It was also referenced in Burberry’s annual 2014/15 report.

The concept was then subsequently used by other fashion brands and by the MLS - a productised innovation was born.