Burberry has led the luxury sector in the digital arena, launching a social media platform with user-generated content in 2009 and tripling its revenue from mobile last year. The brand ranked first on L2's 2015 Digital Fashion report. "At this point, Burberry has established itself as a digitally savvy brand among other industry barons -- Apple, Nike, and Google," the report said.
Calvin Klein's #MyCalvins campaign has put the brand in front of a global audience of 469 million fans and driven millions of new followers to its social accounts. Using inspiration from nostalgic ads alongside support from celebrities and fashion bloggers, the selfie-inspired shots set the tone for more than 179,000 user-generated photos tagged #MyCalvins.
Marketers are leveraging the tendency of fliers to share socially by introducing airport-based viral campaigns, Daisy Carrington writes. Douwe Egberts launched a yawn-activated coffee machine in South Africa, while Heineken garnered material for a YouTube series by inviting passengers to trade their travel plans for a more exotic locale. "When people are traveling, whether for business or leisure, they will share their experiences -- especially if it's a memorable experience that touches them or wows them," said Henry Mason of TrendWatching.com.
Puma is using the the mobile application Foap to power a photo-sharing contest for soccer fans around the world. The free Foap app links to users' Facebook accounts and displays "missions" that prompt users to take an action, such as submitting a photo or video. Foap also allows brands to purchase user-generated photos post-campaign for $10 each for use in marketing materials, with Foap and the photographer splitting the proceeds.
Luxury Daily offers its rundown of the 10 best digital marketing campaigns of the year to date. Burberry earns honors for a personalizable mobile campaign to support its autumn/winter collection, and Chanel is honored for using microsites to tell its brand story. Meanwhile, Porsche celebrated its 5 million Facebook fans by crowdsourcing the design of a 911 Carrera 4S.