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British clothing brand Burberry has attracted more than 200,000 unique users and 3m page views to its new social network since launching last week.
The Art Of The Trench encourages visitors to upload pictures of themselves wearing a Burberry trenchcoat to build its own community of fans of the brand. Burberry wants to build on the 700,000 fans it has attracted on Facebook.
Christopher Bailey, creative director for Burberry, said, “Everybody has a different story related to their coat or the first time they came into contact with one. I love the idea that people from all over the world can share those stories and images with each other.”
In May, nma reaveled Burberry’s plans to boost its digital spend to 20% of its total marketing budget and the appointment of its first head of digital, Simon Gresham Jones (nma 7 May 2009).
It has subsequently appointed creative agency BBH, launched a Twitter profile and delivered a live video stream of its show from London Fashion Week.