Visual Jazz were given the task to increase footfall by 10% into the three largest David Jones stores in Australia by promoting the sale of denim jeans. Over twenty different brands were involved in the project, each providing assets and information on their denim products.
I was involved in the experiential in-store photo booth which allowed customers to take a photo of themselves in their selected brand of jeans and share it via various social channels. The user was able to select between five different templates, each with its own slogan overlaid on the final image.
I first created a rapid prototype as a proof of concept using Node.js and WebSockets to control a remote webpage via a mobile device. Over a six-week period this initial prototype was fleshed out into the finished product.
The user interacted with an iPad allowing them to select from various options, then, once happy they could take a photograph and share it via email, Facebook and Twitter. The communication and technology involved in this process is listed below:
- User selects from options on iPad, communication to Flash via Node.js and Websockets.
- User is happy with selection and takes a photo. Flash application takes a photo, confirmation relaid back to the iPad.
- Flash application uploads photo to the Back-End server (.NET Sitecore), a unique URL is generated that is relaid back to the iPad via the Flash application.
- Unique URL is then used for sharing on the three social channels.
- iPad control (Master) and Flash application (slave) reset after 15 seconds ready for the next user.
The campaign was a big success, with thousands of people interacting with the photo booth. Increasing footfall in-store and denim sales, well exceeding the 10% target set by David Jones.
An article related to the launch by “The Age” can be found here.
- Client: David Jones
- Media: Email, Prototype, Website
- Technology: .NET, Flash, iPad, node.js, Sitecore, WebSockets
- Sector: Retail