Ted Baker’s Geo-Smart Interactive Window Displays

As part of a new physical-digital campaign promoting its Autumn/Winter 16/17 collection, British fashion brand Ted Baker has partnered with Google on a gamified, content-prompted interactive window experience at selected stores, including London and NYC.

The campaign is underscored by a shoppable secret agent-themed mini movie, Mission Impeccable – developed with UK creative agency Poke, London filmmaking collective Crown & Owls and produced by British film director Guy Ritchie. Geo-fencing location technology and Google App's Voice Search tool are used to marry the digital experience to its physical stores.

Consumers who activate the tool on their smartphones can speak coded phrases displayed in windows of selected stores (ensuring they're in the right spot) to win prizes such as vouchers. A code appears on-screen, redeemable in store.

The brand, renowned for its cheeky messaging, tells users to 'go home and put their PJs on' if the app is activated out of store opening hours. See also Haute Humour.

The campaign is being promoted via Ted Baker's e-commerce site, social media channels and partners' channels (Selfridges in the UK, Nordstrom in the US), and follows the brand's Physi-Virtual Flagship (Ted Baker & Moore) and Cryptic Insta-Marketing campaigns – both 2015. It also trades on the booming power of video – studies show that including a video on a landing page can increase conversion by 80% (Unbounce, 2016), and 92% of mobile video consumers share videos with others (Invodo, 2016).

See also Harness the Hunt: New Search Strategies, Reactive Retailing, Location-Based Mobile Marketing and Snapchat Filters Spur Store Visits.