Saks' Yeti Returns With Interactive Mobile Campaign

Visitors and residents of New York City love the storefront window display that retail giant Saks Fifth Avenue (NYSE: SKS) provides each holiday season. This year's window is planned to be the biggest technological wonder – and smartest mobile strategy – to date. Once again, the infamous Yeti is back and rumored to be living on the rooftop of Saks' flagship store. Only revealed modestly in previous years, Saks' Yeti has become a bit of a holiday folk hero with YouTube Videos, a Yeti Tracker website, and other promotional items attached.

This year, the Yeti becomes the focal point of Saks' yearly holiday promotion. The façade of the store will come alive with a 3D lightshow, guest performers, and – of course – the Yeti, who makes the snowflakes that fall around the store. In addition, people stopping to enjoy the magic of the holiday window display can, for the first time, interact and create their own personalized experience.

Saks has teamed with MasterCard and The Science Project to create a mobile site that provides a unique interactive experience. App users, after creating their own Yeti name, have the opportunity to create their customized mobile snowflake and have it become part of the window display. Shoppers are able to also purchase a variety of Yeti merchandise throughout the store.

"We like to interact with people who are viewing our windows and make them truly a part of the spectacle," Harry Cunningham, senior vice president of store planning and visual merchandising for Saks Fifth Avenue, New York, told Luxury Daily. "The Saks Yeti is a somewhat mysterious guy, and we wanted to give him a little time on stage, his 'fifteen minutes of fame', if you will."

In all, six windows will tell the story of the yeti, while other windows around the store have complementary displays from partner retailers including Cadillac, who is offering a limited edition 2015 White Diamond Escalade exclusively for Saks shoppers.

According to a Saks Fifth Avenue blog post: "Whether a Yeti truly lives on the roof of Saks, no can say for sure. But if you happen to visit us in New York this holiday season, look up. You never know what you might see…"

For more, see:
This Luxury Daily article
This Digital Signage Connection article
This BusinessWire article
This Saks Fifth Avenue blog

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