Tommy Hilfiger opened a new store in the Garden State Plaza mall in New Jersey last week, and with it introduced a ‘digital pod’ tied to its autumn/winter 2013/14 campaign.
Hosted near the AMC theatre at one end of the shopping centre, the pod invites shoppers to take a quiz to determine which member of the Hilfiger family they are. The resulting character is showcased on a digital card that offers the option to add a tagline from a series of keywords.
It then asks the user for their email address to receive a copy of it in their inbox (from which they can share on Facebook), before posting it on the other side of the pod for others to see. The whole initiative is tied to the hashtag #tommyxgsp.
It will be in place through the end of December 2013.