Burberry followers can tweet requests for advice under the #BurberryGifts hashtag, which will be monitored by the fashion brand’s customer service staff 24 hours a day. They will then reply to individual users with personalised suggestions. It isn’t clear whether Burberry will respond publicly or via a direct message.
The campaign is the latest experiment by Burberry on Twitter, after the brand was one of the first to try out Twitter’s e-commerce service in-tweet purchasing, allowing American shoppers to buy nail polish through a tweet. Burberry also showed off real-time images from its Autumn/Winter 2013 women’s show, claiming a first for a luxury brand.