Two models are caught red-handed stealing Burberry clothing in the brand's latest Snapchat experiment.

Brands are getting better and better at finding innovative platforms to host their content. There was Diesel’s SS16 Campaign which was displayed across the likes of Pornhub and YouPorn. Then there was J.W Anderson, who live streamed his show on Grindr.

Taking a less sexualized approach, but nonetheless innovative, is Burberry, who for their AW16 collection have launched an elaborate Snapchat campaign inspired by a fake heist.

The premise is simple. Two models break into Burberry’s store to steal key items from the brand’s AW16 collection. What’s interesting is how Burberry have opted to communicate with their audience, deciding on a platform (Snapchat) that resonates massively with younger fans.

Burberry are not new to innovative marketing campaigns. Last year they partnered with Japanese social messaging app, Line, to live stream their AW 15 runway show. More recently, they gave fans behind-the-scenes access to their spring 2016 campaign photoshoot via Snapchat.

Burberry are developing their campaigns in a way that speaks to their younger demographic on platforms they know and love.