8th Wall Blog
Burberry develops an Augmented Reality experience for Burberry Goddess, their new refillable fragrance
Burberry invites customers to come face to face with a lioness through its latest augmented reality experience
To promote the launch of their latest fragrance, Burberry Goddess, Burberry has developed a bespoke WebAR experience for customers to engage with via a poster campaign. The campaign will feature on billboards in airports and at other international transit locations around the world.
Powered by web-based augmented reality platform, 8th Wall, individuals can launch the AR experience via a weblink or QR code, without the need of an app. On scanning the poster, they will be immediately transported to an imaginary world via their smartphone. In this world, the customer assumes the position of Emma Mackey from the fragrance campaign and comes face to face with a majestic lioness as she steps out, sits and observes the landscape around her.
The Burberry Goddess experience follows previous collaboration, Olympia, but marks the first 8th Wall experience with Burberry for fragrance.
“The Burberry Goddess scent and campaign offer such a unique sensory experience; one which I am incredibly proud to further extend to customers through 8th Wall’s augmented reality technology”, commented Ebona Eastmond-Henry, Commercial Partnerships Manager, EMEA at 8th Wall | Niantic.
The Burberry Goddess WebAR poster campaign will run globally for 12 months from July 2023.