Fashion retailer Burberry has teamed up with instant messenger WeChat to give users access to its Lunar New Year gifts through the app.
The luxury brand has launched the interactive messaging and gift promotion A Lunar New Year Gift for WeChat users.
Users can ‘unwrap’ virtual Burberry gifts using the app’s tapping and swiping functions. Once successful, they will reveal images of Burberry’s seasonal gifts and well wishes for the new year. They can then send personalised envelopes to friends through the platform.
WeChat users in China who unlock a gift will have the chance to win a limited edition Lunar New Year envelope containing prizes from the retailer.
Users can also browse the gift collection, which includes cashmere scarves embroidered with the Chinese symbol for good fortune. Products from Burberry’s Lunar New Year offer will be available in-store and online.
The retailer’s Lunar New Year offer is intended to boost sales in China during the annual festival. The country currently accounts for almost 40% of its global revenue.
Burberry reported a return to growth in mainland China over Christmas but saw like-for-like sales plummet 20% in Hong Kong.
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