Luxury Daily » Burberry ditches print for all-digital eyewear campaign

: Burberry summer 2012 eyewear

Fashion label Burberry is using up-and-coming British musicians to promote its summer 2012 eyewear campaign, tapping social media, mobile and Web site marketing combined with musical performances next month.

The musicians featured in the campaign are One Night Only, Marika Hackman, Life in Film and The Daydream Club. Burberry is complementing campaign images of the musicians with performances in four cities in May and exclusive tracks on the brand’s Web site and social media outlets.