Burberry interacts with users from the curved screen of Piccadilly Circus

The interactive marketing campaign that Burberry, by the hand of Nova, is being carried out in London allows users to interact, through their smartphones, with the curved screen located in Piccadilly Circus, customize your product and then purchase it from the web or Regent Street flagship store.

The fashion brand Burberry invites its customers to interact with the curved screen located in London's Piccadilly Circus. It is an interactive marketing campaign that has been launched by Nova, technology company belonging to Dream Works Animation, in which users customize Burberry scarves and then buy them from their website or at the Regent Street store.

"The Nova visualization platform is perfect for this type of user interaction, to engage the consumer. We have used a renderer, the same kind of technology we use to generate our 3D movies, with our highly scalable digital asset management solution, all through a platform based on the cloud", explains Lincoln Wallen, Chief Technology Officer of DreamWorks Animation and CEO of Nova.

Simultaneously, Five users can interact through their smartphones with the large screen, located in one of the most central streets of London, and explore the wide range of scarves offered by the fashion brand. Once selected, you can personalize it with your initials.

For the implementation of this initiative, that was released on 14 and will remain active until the 31 December, the 3D technology that Dream Works applies to its films has been used.

“DreamWorks Animation is unparalleled in the work it has done on the big screen in so many stunning films. He constantly breaks the boundaries of what is possible in digital animation and with his Nova platform we have teamed up to create something truly beautiful and engaging for our clients”, comments Christopher Bailey, Executive Chairman and Chief Creative Officer, Burberry.

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