Sep 19, 2011 at 01:40 PM
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Burberry Activates London Fashion Week With First-Ever 'TweetWalk'

Want a sneak peak at Burberry's show at London Fashion Week? The british fashion house has teamed up with Twitter to launch what they're calling a Tweetwalk, which will share images of each of the models, before they head down the runway, with the 500,000+ followers at the brand's twitter account - @burberry.

“We are thrilled to create the first ever “Tweetwalk show” in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” Christopher Bailey, Burberry’s chief creative officer, told The Telegraph.

The brand will use numerous social channels, including as you'll see below youtube, to activate this year's London Fashion Week show later today and give consumers an inside look to the closed event.

Sports and entertainment sponsors would be wise to pay close attention to the way designers and fashion sponsors, like Mercedes-Benz, have transformed fashion events from a buyer-only experience to a massive consumer platform through self-made social activations, rather than a reliance on property supplied media. Of course, there's also a downside to the ease with which brands can embed their brands into fashion events. It leaves official sponsors who don't signal strong activations increasingly susceptible to ambush. #activationstag