LONDON — Customers at selected Tommy Hilfiger Denim stores can now join the Hilfiger Hall of Fame by adding their pictures to an interactive storefront campaign that launched today.
Hilfiger stores in London, Amsterdam, Cologne, Antwerp and Dublin now feature through-window touchscreens, providing an interface for passing shoppers to capture, stylize and submit their image as part of collage of images being shown on digital screens in the shop windows.
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| The Tommy Hilfiger Denim store on Carnaby St. in London. |
The digital storefronts enable customers to interact with the Hilfiger brand even outside of business hours. At the end of the campaign, customers will be able to return to the store and have their own T-shirt specially printed using the image they created as the design. The campaign also serves as mechanic for driving subscriptions to Hilfiger's email newsletter, with users being asked to opt-in when uploading their images.
The campaign was created by Hilfiger's marketing agency Ministry of Experience. Coupled with special UCS optical rear-projection screens from dnp, which deliver bright, sunlight-resistant images through the glass, and a camera behind the window, the systems allow passers-by to interact directly. Users can pose, then take their own photo, then manipulate and add effects ready to be printed onto T-shirts.
Pixel Inspiration, a digital-signage agency, developed the interactive software that powers the touchscreen displays and their attached cameras. The software is also responsible for managing the marks that users create, integrating the solution with the Hilfiger Web site and the in-store printer.
