HomeBurberry’s Collaboration with Honor of Kings: Fashion Meets Video Games

Burberry’s Collaboration with Honor of Kings: Fashion Meets Video Games

Burberry teaming up with Tencent shows how fashion brands promote their brand by reaching young demographic through game integration.

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Updated: February 28, 2023
Burberry Skin Character in Honor of Kings

In this digital era, video games have evolved beyond just entertainment to a new medium for fashion brands to showcase their designs.

The recent collaboration between British luxury fashion house Burberry and Tencent’s popular mobile game Honor of Kings is an excellent example of this emerging trend.

The collaboration created two skins for characters that embody the brand’s heritage and DNA. Also, to engage with the young audience of gamers that Burberry was eager to tap.

Burberry Yao skins

The Campaign – Promote Burberry To Young Gamers 

The campaign is a joint effort between Burberry and Tencent’s popular game Honor of Kings, also known as Arena of Valor. 

The game is an online multiplayer battle arena with over 100 million daily active players in China.

Burberry grabbed this opportunity to collaborate with the game to create two skins. It will be an outfit for players’ characters and dress them in the game.

The skins were named “Yao – Spirit of Nature” and “Gabardine,” which is the material invented by Burberry.

The “Yao – Spirit of Nature” skin was designed to embody the ancient Chinese folklore of the nine-tailed fox. 

The skin is crafted using organic and sustainable materials and features Burberry’s iconic trench coat, symbolizing the brand’s British heritage.

The second skin, “Gabardine,” is a nod to the brand’s signature fabric and features a range of signature Burberry designs, including the classic check print.

Burberry’s chief creative officer, Riccardo Tisci, has created two exclusive skins for Yao, a popular heroine in the mobile game.

In the first skin, Yao sports a classic cotton gabardine off-the-shoulder trench coat in Burberry’s signature beige and House check pattern, paired with a cropped top, shorts, and thigh-high boots.

For her second look, Yao dons a warm royal blue collarless trench coat and bib-front trousers from Tisci’s spring/summer 2021 collection for Burberry.

It is accompanied by a crystal-embroidered vest and black leather wader boots. Fans of the game can purchase the trench coat and trousers online and in mainland China real stores.

Honor Of Kings Game

How Does This Differ From Other Campaigns in the Metaverse? 

Burberry has a history of collaborating with artists, musicians, and designers to showcase their designs and increase brand awareness.

However, the partnership with Honor of Kings departed from their traditional approach.

The collaboration was the first time the brand had created skins for a video game, indicating their desire to tap into a new market and reach a younger audience.

The campaign demonstrated the brand’s willingness to experiment with new forms of advertising and its ability to appeal to a diverse audience. 

The collaboration also highlighted Burberry’s commitment to sustainability, with the “Yao – Spirit of Nature” skin using organic and sustainable materials. 

Burberry’s CEO stated that the collaboration was part of the brand’s strategy to engage with a younger audience and embrace technology. 

The campaign purpose has shown that Burberry can successfully adapt its marketing strategy.

It taps into emerging markets and expands its reach to younger audiences. It also shows the brand’s ability to adapt to changing consumer preferences.

Check out Timi Studio Group introducing skins Burberry created for Yao

How did the campaign perform?

The Burberry and Honor of Kings collaboration received an overwhelmingly positive response from gamers and the fashion industry.

The campaign generated significant buzz on social media, with fans praising the skin’s attention to detail and the brand’s innovative approach. 

According to Tencent, Honor of Kings creator, the game had over 100 million daily active users in China alone. It will provide a vast audience for Burberry to engage with.

Burberry’s CEO said the collaboration “was a great opportunity to tap into the gaming community and build brand awareness among younger consumers.”

Using the marketing analysis information provided by Waypoint, here’s a concise but comprehensive bullet point analysis of the campaign:

  • Target audience: Young gamers in China
  • Campaign objective: To build brand awareness and generate sales
  • Marketing channels: Social media and media coverage
  • Key performance indicators: Impressions, media coverage, social media engagement, and sales
  • Results: The campaign successfully achieved all its objectives, including increased brand exposure, media coverage, social media engagement, and sales.

What Could Burberry Learn From Other Brand Campaigns in the Metaverse?

Burberry’s collaboration with Tencent Games and the design of character skins for Honor of Kings was a successful marketing campaign.

It achieved its goals of increasing brand awareness and reaching a younger audience.

The campaign also showcases Burberry’s commitment to innovation and technology in its marketing strategies.

By incorporating creativity and unique ideas into its campaigns, Burberry can stand out and connect with audiences in new and engaging ways.

However, Burberry could learn more from Metaverse campaigns such as Balenciaga with Fortnite.

Balenciaga also created outfits for Fortnite characters, and the campaign reached a global audience, not just in a specific county.

Balenciaga X Fortnite even has billboards in New York Time Zone with Doggo characters. It makes the campaign more visible virtually and in real life.

If Burberry did the same, it would reach a broader audience, adding more excitement to all Valor players.

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