A new campaign from Google’s Art, Copy & Code team where people can send Burberry ecards, sealed with a kiss, via their touchscreen mobile phones.
We vacation together, enjoy long walks on the beach and pretty much prefer to be touching at all times, but my iPhone and I had not kissed. Until yesterday.
Blame it on Burberry Kisses. The digital platform launches today as part of the British luxury brand’s partnership with Google and its experimental advertising initiative dubbed Art, Copy & Code.
Here’s how it works: Mobile users with touchscreen devices can actually touch the screen with their lips to create a kiss (though, it should be noted, using your finger also works). At a computer, the web cam feature allows users to capture their lips and generate a print for the back of virtual envelope whose enclosed card can be filled out, addressed and sent by email or Google+. There’s also an option to skip the web-camming and phone-smooching and instantly slap a virtual pucker from a menu of lip prints onto your envelope and enhance or not, as you see fit, using one from a palette of Burberry lip colors.
Once sent, the envelope embarks upon a film-like journey through a 3-D virtual world populated by images and silhouettes of cityscapes and landscapes done up in smoky, muted tones while acoustic musician Misty Miller’s ‘Evergreen Love’ bubbles along in the background. Eventually, the envelope arrives at its destination city, at which point your recipient can access the sealed-with-a-kiss missive by email or Google+, open the envelope, read the message, reply by creating a new kiss or share the kiss across social networks.
“Our biggest challenge was really, how do you bring the same emotional feeling people have when interacting with Burberry in a physical environment and deliver that in a visual environment?” says Aman Govil, Art, Copy & Code project lead.