In London, Burberry ran a campaign inspired by its monogrammed scarves that allowed passers-by to create a customized scarf on their smartphones and broadcast it (and change the direction it was flying in) across the famous curved screen in Piccadilly Circus. Consumers then shared the experience they had via their social channels, fueling a campaign that went far beyond the experience itself.
This tactic taps into consumer behavior itself. When something is special, people tend to want to share it. Millennials, for example, are a socially driven generation that has grown up with and expect high-quality experiences. Shopping for this group, which has surpassed the Baby Boomers as the largest living generation, is more socially connected than ever. That's why 81 percent of Millennials' dollars are still spent in stores, not online, according to NPD Group. Baby Boomers, on the other hand, are looking to share experiences with their family and friends, and some brands are tapping into that by creating events that bring the whole family together. Brands that tell stories, invite interaction, and encourage sharing can attract and convert consumers into purchasers.