HBO creates interactive window displays at Virgin

By Susanne Ault -- Video Business, 11/21/2007

NOV. 21 | HBO Video is teaming with Virgin Megastores on an interactive window display designed to get shoppers to wrap—and unwrap—HBO DVDs as holiday gifts.

The window installations, set to span all 11 U.S. Virgin storefronts, feature 52-inch LCD flat-screen TVs that project images of HBO DVDs covered in wrapping paper. Through motion-detection technology, shoppers can wave their hands in front of the windows to tear off the paper and view what’s inside the gifts. The Sopranos and The Wire will be among the hidden titles.

The campaign kicked off on Nov. 19 and runs through Dec. 31.

An enhanced version of the advertising scheme will be built at the Times Square location, where multiple consumers will be able to unwrap various gift boxes simultaneously. A different HBO DVD will be revealed each time someone removes the wrapping paper.

“We’re always looking to develop unique ways of marketing HBO Video DVDs—from our award-winning advertising campaigns to ground-breaking retail programs,” said Sofia Chang, senior VP of marketing and creative services at HBO Video. “The Virgin Megastores’ metropolitan locations provide the perfect window for this unexpected showcasing of HBO programming on DVD.”