The Burberry holiday postcard, just left me in 'awe'. Burberry has managed to create a WOW effect for the customer that watches it, and makes the reader want to share it with friends and family- had it not been a Holiday card, I would have also shared it on Facebook.
The main difference spotted, is that Burberry does not ask for customer interaction (just to sit, relax and watch), yet it so captivating, that the consumer is compelled to want to share it even though it doesn't require any interaction from the consumer side.
From what we have been seeing in the hotel industry, it is the complete opposite- the hotel industry wants the consumer to do everything- from taking pictures, to articles etc... in order to be able to create a buzz for the hotel. Burberry, creates a buzz for itself by captivating the audience. So very different methods of using content strategy, yet both very attractive to the consumer.
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