I have been talking about mobile in retail a lot recently (and in my 'famously censored' presentation to the Mint Directors in Canberra too, I had retail examples of mobile money and mobile wallets).
And I have been asking retailers to invent and deploy interactivity in window displays, driven by the fact that every economically viable passer-by has a mobile phone in their pocket when viewing the window display - and all phones today on all networks can do SMS text messaging.
I was thinking small - put in a little automated DVD player window display (one of those portable airplane use DVD players with a 7 inch screen, and on it, to run in endless loop a little interactive promotion to send in an SMS to get a chance to win an item (or service) that the store sells, win a watch if its a jewelry store etc. And make sure its normal price SMS, not premium SMS pricing so its not perceived as any kind of scam..
I was thinking small. Good thing I'm not in advertising. Here is what they do New York style, with window displays and SMS haha..
Daffy's clothing store on Manhattan ran a special evening live window display, with window dressing, so to speak. Two live models, a man and a woman, were in the window display with a set of clothes, and the live audience outside would send in SMS text messages to the models, telling them what to put on next (and in the process, the models undress and re-dress continuously). The comments sent in were also displayed on a large screen display - and obviously the passers-by also sent personal messages to the sexy models.
Cool! Sexy! Exciting! Interactive! I utterly totally love the concept. Here is a screen shot of the video
Go see the video. This proves your window display can become interactive via SMS (thanks Daffy's for validating my idea) and wow did they make it far better than I could ever have imagined. Bravo! This should be sent in to every mobile marketing and advertising awards contest and my best wishes, it should win awards. Story was covered at Textually.
And didn't I promise you guys that once the New York advertising creativity wakes up to mobile, it will be huge haha..