Burberry has teamed with Google to create an interactive campaign that delivers consumers a romantic, digital love letter sealed with a virtual kiss.

Users can kiss touchscreen devices to seal Burberry’s digital love letters

The campaign uses ‘kiss recognition technology’, hosted on dedicated site kisses.Burberry.com, that allows Google Chrome and mobile users to capture their kisses using a desktop camera or direct lip contact on touchscreen devices. Users can compose a letter and seal it with the kiss. The letter’s journey to the recipient is then depicted through an animation showing the envelope flying over city skylines and country landscapes.

Playing with the technology that captures the kiss is highly enjoyable, especially since users can select different lipstick colours. The activity also features maps showing kisses moving around the world and revealing which cities have received most. However, if a user sends more than one letter they might find the animated section gets samey.

Justin Peyton, strategy director at marketing and technology agency LBi, says the campaign blends digital with real world and human emotions, something Burberry has also achieved at its flagship store - a grade II listed building on Regent Street that has been fitted with digital innovations.

Peyton observes that Burberry uses this approach to appeal to younger consumers. “While holding on to its British heritage, Burberry is making itself known as one of the most innovative and digitally savvy brands in fashion. As such they are attracting a youthful, fashion-forward audience,” she says.

This fun campaign should engage young, fashionable shoppers and further Burberry’s classic yet innovative image.