Burberry proposes collaborating with British artist Sam Smith on a campaign. This would include filming an acoustic performance of Sam Smith's song "Stay with Me" to be featured on Burberry's website and social media, promoting Smith's upcoming tour. Burberry would also sponsor a livestreamed concert event by Smith, announcing it on Burberry and Smith's social media along with styled photos of Smith in Burberry clothing. Bloggers and websites would be pitched to promote the concert on their sites, with some featuring Burberry pieces in sponsored posts to further promote the brand.

1. Burberry Campaign Extension
Diana Amaya

2. New Campaign Idea
Collaborate with popular British recording artist Sam
Smith by sponsoring the livestreaming of a concert event
and contest to enhance fans’ and music lovers’ connection
to Burberry in a way that further aligns Burberry with
values that overlap with the Sam Smith “brand”: British
heritage, youth, fun, elevated style, and new music.

3. Burberry Website/Youtube
Activation: Film an acoustic performance of Sam Smith’s “Stay with Me” to feature on the Burberry Acoustic webpage
and share widely to create buzz around Sam Smith tour and establish Burberry’s relationship with Sam Smith.
Resources: Contract with Sam Smith, film crew and location
Execution: Feature the video on the Burberry Acoustic webpage and share widely via various social media channels to
create a buzz around the Sam Smith tour and establish Burberry’s relationship with the artist.

4. Facebook/Instagram
Activation: Announce the Burberry sponsored livestreamed
concert via Burberry and Sam Smith Instagram accounts with
a well-styled photo of Sam Smith in Burberry attire and copy
reading “Sam Smith x Burberry; livestreamed concert event
March 27th”. This will also link to facebook accounts.
Resources: photographer, stylist, photo shoot, location, designer to create the image
Execution: When announcing the event, explain to followers that every share and regram is a chance to win tickets to
the concert event. Announce weekly with different images and copy leading up to the event.

5. Influential Bloggers and Websites
Activation: Pitch bloggers and websites who will promote the concert event on their
website/blog, e.g. Refinery29, The Sartorialist, Pitchfork
Resources: PR team to reach bloggers and websites, contracts, Burberry attire
Execution: Websites will write articles and bloggers will write sponsored posts. Personal
style bloggers will wear a Burberry piece in their post. Each website and blog post will be
shared through respective social media channels.