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Interactive advertising company Monster Media and marketing agency StreetVirus worked together in the run-up to Christmas to promote the new perfume from US singer Katy Perry, which allowed fans to create virtual Christmas decorations featuring their likeness.

A portable digital storefront unit incorporating interactive touchscreen technology was deployed in The Grove shopping centre in Los Angeles, USA, which showed an advert for the perfume, called Meow!. Shoppers could use the screen to take a photograph of themselves which was placed on a cat-shaped 'tree ornament' and hung on a virtual Christmas tree, shown on a two x three matrix of LCD screens. Users were also invited to input their email addresses in order to download and print an image of their decoration to hang on their own tree.

"Due to the high end nature of The Grove, media placements aren’t always easy, but this one stood out," says John Payne, president, Monster Media. "The Katy Perry campaign is a great example of the cross-channel combination of digital signage, interactivity and email marketing in a high-end retail setting."

Monster Media states that 5,134 were photos taken and over 2,200 photos saved during the one-week campaign, which also captured 1,766 email addresses.