British luxury brand Burberry has partnered with Internet company Tencent to boost its digital presence in Mainland China.

Burberry has launched an official account on Weixin as the first stage of the partnership. Followers will gain access to exclusive content, which will showcase the inspiration and details behind the key runway looks of the season. Users can also follow VIP guests at the show, including “Angelababy”, to receive exclusive imagery, audio and text messages.

The collaboration will kick-off from China and roll out to other markets globally via the WeChat platform in a phased approach.

The partnership of Tencent and Burberry will be extended to other Tencent platforms, such as “Tencent Video” and “Tencent News”, offering tailored interactive multimedia content.

Tencent Video brings a comprehensive collection of British drama to the Chinese audience. It is fast becoming one of the largest video sites in China.

Tencent News enables users to customise their news updates according to their preferences. Brands have the opportunity to leverage the “Tencent News” model to tailor their offering.

“We are constantly looking for creative ways to engage platforms to tell the Burberry story around the world; the Weixin and WeChat platform allows for many creative possibilities to come to life,” said CCO Christopher Bailey.

“The Burberry partnership is a showcase of how luxury brands can leverage the Tencent platform to reach their audience in an innovative way. It opens up new ways of digital marketing and brings the unique branding experience to a new level,” adds Sy Lau, president of Online Media Group and senior EVP of Tencent.