For the 2012 Olympics, Westfield Shopping Centre in Stratford, London wanted a way to creatively engage customers and help them become a part of the Westfield experience, tapping in to the great Olympic community atmosphere.
Westfield wanted to be able to safely and quickly broadcast people’s tweets with certain #tags, relevant to Westfield. They engaged Esprit, who pulled together a team with FTP Concepts as a key player.
FTP Concepts designed and delivered a campaign management system that took tweets from corporate @handles supplied by Westfield, for example @westfieldstrat, and tweets from customers and people, featuring targeted, fashion-related #tags such as #iwasthere #East. These tweets were consolidated into a user interface that allowed Esprit and Westfield to quickly and easily choose which tweets to publish and get them out on the screens.
These weren’t just any screens though; The crowning glory was the centrepiece, five tonne, 102-screen double-sided video wall outside the John Lewis store. It’s the largest LCD video wall in Europe, and probably the world. Customers and visitors could see their tweets spread across all of Westfield’s screens, including this mammoth one – a real way to grab interest and engage people. Westfield Shopping Centre was able to add a new dimension to their community, connecting with shoppers, visitors and commentators in a fun, relevant way, providing a true experience.
In recognition of this innovative experiential digital marketing, Esprit won two awards for the Westfield Stratford Video Wall project: the EMEA + InAVation Award 2012 for the most interactive digital signage project, and the Digital Screenmedia Association 2012 Award of Excellence for the best retail deployment. FTP Concepts are proud to have played a role in bringing people closer to the brands they engage with.