AT&T this holiday season set out to increase visibility as a gift-giving destination with a tech-infused interactive display at its flagship store on Michigan Avenue in Chicago. The experience, tied to Twitter, was designed to attract consumers and drive home the message that the brand’s retail stores offer more than just cell phones.
The result was a Magical Forest environment and interactive display that combined natural materials like birch tree cutouts, handmade garland and decorative paper with a high-tech engagement strategy. Consumers walking down Michigan Avenue were prompted to tweet @ATTMichiganAve with the hashtag #MagicalGifts to trigger a light and sound show in the window of the store. By mid December (the storefront launched in early November), AT&T’s Twitter following had increased by 62 percent.
“Our flagship store is a laboratory of sorts where we try new things and if successful, find ways to scale it to the rest of the stores,” says Jonathan Lander, director-marketing management at AT&T.