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Burberry is better known for its fashion than beauty, so in 2013 the brand aimed to increase awareness of its make-up line with a light-hearted digital campaign called ‘Burberry Kisses’.

The interactive campaign allowed users to send letters sealed with a virtual kiss to anyone in the world, before using Google Street View to follow a 3D animation of the message being delivered.

While it might seem somewhat dated now, the ‘kiss-detection technology’ (which captured user’s kisses via their smartphone camera) was a real innovation at the time. Similarly, with an added element of personalization, it is still a great example of a brand using an emotive message to engage.