Connect
To Top

Top Chef cooks up a texting activated interactive store window


topchef1

topchef2

topchef3

I was on my way to a meeting in the city today and cut through Rockafeller Center which normally avoid because you always have to dodge slow moving, camera toting tourists. On the far side of the plaza I went by the NBC Experience Store and what I saw in the window made me do something I never do walking through the city – stop and take notice of a retail store window.  Bravo was using the window to promote the upcoming season of Top Chef that will take place in Las Vegas. In keeping with the Sin City theme they had two slot machines displayed on two large screens with the twist that they actually worked and even gave out prizes up to $5,000 when you spun the reels by sending them a text message. Admittedly a little self conscious of looking like a tourist I took out my iPhone, sent the message and watched the machine spin to life. I have to admit it was fun. In the minute it took me to send the text a few other people stopped to see what I was doing and after I was done they did the same thing. I stood there for about 15 minutes watching a near constant flow of these small crowds gather around new people who would stop and take turns trying the experience. When prizes were awarded the message was a generic ‘we have a winner’ which I thought was smart as it showed people winning without giving away the quality of the prize which was probably marginal but I didn’t win so I don’t know for sure.

It was almost a year to the day since I last wrote about this type of fusion between technology and retail displays with the Ralph Lauren store windows that were outfitted with QR codes to let consumers buy the outfits in the window right from their cell phone from the side walk in front of the store. While Ralph Lauren was focused on selling and this is more of a pure promotion I like the Top Chef execution for two reasons. First from a technical standpoint because it uses the widely adopted SMS texting instead of QR codes that require the download of special reader software. From an experience standpoint I like Top Chef because it has a low engagement barrier since it uses a popular technology that gives people the confidence to interact with the slot machines and that interaction is enough of a spectacle to create even more engagement from the spectators. I think if we could combine the sales focus of the QR codes with the higher consumer engagement of the SMS slot machines I think it could create a really powerful tool for brand exposure and to drive consumers off of the sidewalk and into stores. With budgets the way they are right now that execution will probably have to wait but I hope to see this trend of using technology to enhance brick and mortar retail continue.

2 Comments

  1. Pingback: Top Chef cooks up a texting activated interactive store window … | Conceptguy

  2. Pingback: Archive 2009 | Pocketstop - SMS mobile Marketing

You must be logged in to post a comment Login

Leave a Reply

More in Design & user experience

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Colorful piece from @joeiurato #streetartnyc #streetartofficial #streetartist #streetart #bushwickstreetart #bushwickcollective #thebushwickcollective #joeiurato  Also loved the work I found from @li_hill #streetart #streetartist #streetartofficial #streetartnyc #bushwickstreetart #bushwickcollective  Spent the morning @thebushwickcollective seeing what was new and good. The massive @dface_official was an easy place to start. #dface #streerart #streetartist #streetartnyc #bushwickstreetart #bushwickcollective  Flashback to the @dface_official #bigegghunt egg on display at Rockefeller Center in NYC. #dface #bigegghuntny #streetart #streetartist #streetartofficial #streetartnyc #easter #easteregg  Some of my street art currency collection from @christianguemy @dface_official and @banksy #dface #c215 #c215art #Banksy #currency #streetart #streetartist #streetartofficial #banksynation
 Also went to Queens today to check out the @wellingcourtmuralproject which is small but has some great work from artists like @eelcovirus #streetart #streetartist #streetartofficial #streetartnyc #wellingtoncourtmuralproject #wellingtoncourtmurals  One of my two favorite new artists I saw today was @owendippie with his 'Radiant Madonna' with the Virgin Mary holding holding a Keith Haring child suggesting Hering is god. #bushwickcollective #streetartnyc #streetartofficial #streetartist #streetart #owendippie #owendippieart  Thanks to @invaderwashere for the postcard set from his show at @museeenherbe - I think this was literally the only thing I didn't have from the show. #invader #invaderwalls #spaceinvader #spaceinvaderparis #streerart #streetartist #streetartofficial  Happy Easter with our @dface_official egg from the NYC #bigegghunt - it's always great to see all the posts and love this piece gets today. #dface #streetart #streetartist #streetartofficial #streetartnyc #easter #easteregg #bigegghuntnyc #bigegghuntny  Added to our @obeygiant Earth Crisis display with the globe and book from @galerie_itinerrance but now have some of the stencils Shepard used to make the mural in a new lucite box. #streetartofficial #streetartist #streetart #streetartparis #obey #obeygiant #shepardfairey #shepardfaireyart #shepardfaireyobey
 You can't miss the color and patterns of @davidjunelouf #bushwickcollective #bushwickstreetart #streetartnyc #streetartofficial #streetartist #streetart  I need to start collecting @findac because I LOVE his work every time I see it. #bushwickstreetart #streetartist #streetartofficial #streetartnyc #streetart #findac #bushwickstreetart #bushwickcollective  One more flashback to the @dface_official egg original hiding spot in the Lower East Side #dface #bigegghunt #bigegghuntny #streetart #streetartist #streetartofficial #streetartnyc  Escaped to Hudson and @fishgamehudson for the day #foodie #foodies #foodiesofinstagram #hudson #fishandgame  Our new @christianguemy is back from the framers! #c215 #c215art #streetartparis #streetart #streetartist #streetartofficial #money

Follow me on Twitter

Copyright © 2015 Stephen Gates