Experimental agency Cunning have created an interactive installation “Mirror Mirror” in Esprit’s flagship Regent Street store, which went live yesterday.
The installation (inspired by the Cinderella fairytale) superimposes a photograph of a willing shopper onto a mannequin, allowing them to digitally dress themselves in a number of outfits. These images are then sent to the Esprit Facebook site, are also published on a large screen in store and on a mobile campaign site which can be accessed by customers and shared via mobile. Bluetooth has also been incorporated and offers passers-by vouchers and chances to win prizes in store.
What is really great about this is that they are taking digital experiences and making them available for the consumer offline.
It will be interesting to see how well this does as this is the type of “outside the box” thinking we have been coming up with that has not yet made the final cut. This could be an opportunity to prove to sceptics that outdoor campaigns supported by digital and mobile can work and do so not only by attracting customers inside and outside the store, but by creating a buzz around the activity that raises awareness of the brand and heightens customer loyalty.
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