The Lens will appear on Snapchat for 24 hours from 23 August. A user taking a selfie and opening Burberry’s Lens will see themselves beneath an umbrella. If they blow a kiss while on camera, this will trigger a golden light filtering effect. The Lens will run in the UK, US, France, Italy and Germany.
Burberry is driving users to its new Lens through Instagram, where it has simply posted a picture of Snapchat's logo. Clicking on the link in Burberry's Instagram bio pushes users to Snapchat, where they will find the new Lens.
The news marks a flurry of UK brand activity on Snapchat, with Nationwide, EE and Virgin Media all sponsoring Lenses or filters on the platform in recent months.
Burberry has already used Snapchat for marketing purposes, launching an organic, 24-hour fashion campaign last year to push its spring/summer 2016 collection. Earlier this year, it also sponsored a Snapchat Discover channel – more commonly used by publishers such as Vice and BuzzFeed.
The wider My Burberry Black campaign, described by the brand as "steamy", stars Lily James in various states of undress. The activity launches on 22 August, with Lily James taking over the brand’s Snapchat channel and culminating in a wider reveal on TV and print. This marks James’ first turn in a global campaign, and she replaces the current stars of My Burberry, Kate Moss and Cara Delevingne. The campaign was created in-house.