The production value of this campaign, or lack _ thereof, established a connection with the consumer that has rarely eo been achieved before, almost ead making it seem like they could eau Ai have shot it in their own home Ucn Becul\(e) Burberry has taken the concept of using social media in marketing and pushed it to the limit. Amidst. the soul-sucking and manipulative nature of the advertising industry, it's profoundly cool that Burberry was able to take a step back and get real with us for a second Without paying a cent for ad space, Burberry has reached a bigger audience than they ever would with a page in Vogue, and sent a different message as well Burberry proved that a form of social media that is deemed frivolous by most still has the potential to be an instrument for art and culture. The Snapchat campaign in itself is an ode to the teen mind, incorporating all the musings of the twenty-first century artist, and has a short but effective span of ten seconds to sell you their vision. Burberry photos courtesy of Burberry’s Snapchat was able to take the much frowned-upon short attention span of a generation and turn a mirror on it, reflecting the beauty and brilliance that lies within From live- streaming runway shows on Periscope to answering questions on Reddit, more and more fashion houses have been attempting to make their presence known by any means possible. Social media has clearly taken over the fashion industry, as well as the world, but succumbing to the norm can still be done with tact and grace. Social media can be utilized to relay a contemporary message of youth, but can also come off as tacky or attention seeking. Rather than borrowing your mother's Facebook statuses, a great brand will seek to understand and emulate the social media habits of social media's biggest consumers: teenagers. With their Snapchat campaign, Burberry has proven their ability to do so. The accessibility and § forward-thinking nature of Burberry has set them apart from any other fashion brand this year, reigning in a new era for the company that will only reinvigorate their relevance