Katy Perry MEOW Campaign Purrs With Interactive Digital Signage

January 25, 2012

Shoppers engage in interactive ornament creation at The Grove in Los Angeles during a holiday ad campaign developed by StreetVirus and Monster Media for MEOW by Katy Perry.

Shoppers at The Grove, the upscale retail complex in Los Angeles, received a free gift this holiday season — a Katy Perry personalized ornament created using interactive digital signage. The program allowed shoppers to take a picture of themselves and turn it into a branded ornament, which was then “hung” on Katy Perry’s virtual Christmas tree, visible on a flat screen display within the shopping center.

The one-week ad campaign, customized for Katy Perry’s fragrance, MEOW, was designed and bought by Los Angeles-based marketing and media agency, StreetVirus. They partnered with interactive advertising company Monster Media to place the ad on their portable digital storefront unit called the POD, located at The Grove.

Shoppers used touch interactivity to initiate the ornament creation process. A built-in camera then showed their mirror image on the screen along with an outline of the Katy Perry fragrance bottle. After aligning their face inside the cat-shaped bottle, the camera snapped their picture and allowed them to take as many as needed to get their image just right.

They were then prompted for an email address, which they entered using a virtual keyboard on the screen. Upon completion, their ornament joined others on Katie Perry’s Christmas tree, which was showcased on a 2x3 matrix of LCD screens within the POD. They then instantly received an email with a link to download an image of their ornament and instructions on how to print it out to hang on their own Christmas trees.

The campaign yielded positive results during its duration. In one week, analytics from Monster Media recorded 2,836 activations and 5,134 photos taken. More than 2,200 photos were saved and the campaign gathered 1,766 email addresses.

“Due to the high-end nature of The Grove, media placements aren’t always easy, but this one stood out,” said John Payne, president of Monster Media, Orlando, Fla. “The Katy Perry campaign is a great example of the cross channel combination of digital signage, interactivity and email marketing in a high-end retail setting.”

A video of the campaign in action can be seen here.

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