A series of youth-aligned music gigs, launched this month in New York, London, and Singapore.
The events featured British indie bands, White Lies and Peace, and were promoted via the Twitter hashtag, #THISISBRIT.
Event photos uploaded to Instagram with the hashtag are now being uploaded to Burberry’s tumblr, Soundandrhythm.
Burberry has been using the events, also called Brit Rhythm, to promote product sampling of the new fragrance.
Fans were encouraged to sign up to a guest list via Facebook, which entitled them to product samples.
Burberry has since released three black and white videos of its concerts for use across social media platforms.
Aligning brands with music
Brit Rhythm is a newer tactic in the luxury fashion world but has been employed by liquor and sneaker brands for years.
For instance, vodka brand, Smirnoff, hosts concerts inspired by key global cities, as well as an ongoing Red Door party series.
Iconic sneaker brand, Converse, is known for its music marketing tactics, such as the premiere of a Gorillaz song last year in Sydney.
Converse also aligns itself with the local wing of youth media outlet, Vice, for music concerts in unusual locations, such as abandoned hospitals.
Converse rival, Adidas, will next month stage hip hop DJ sets in Sydney and Melbourne, as part of its Brooklyn Nets range launch.
Adidas has been asking fans to request party invites online; allowing it to build its marketing database and tailor its events’ crowds.