a&g Labs, the innovation unit of advertising agency Allen & Gerritsen, has installed a 6-foot Christmas tree in the Beats By Dr. Dre flagship store in New York City. An interactive in-store experience, which features a musical winter wonderland, has the unique “tree” as its centerpiece.
Comprised of Beats Pills, the brand’s portable, wireless speakers, it is powered by social media. Fans can tag their Instagram photos with #BeatsHoliday to see the images appear on digital screens decorating the tree.
Each time this hashtag is mentioned on Twitter, red LED lights within the Beats Pills will twinkle in real-time, encouraging fans to connect with the brand in a way they can actually see. Chris Reif, SVP of Creative & Innovation at Allen & Gerritsen, said:
We’ve always felt that fusing the physical and digital is one of the most powerful ways a brand can engage with its customers. We’ve experimented with this concept through a&g Labs projects like Tweet to Shoot, Cheer Tracker and Pic-Tap-Toe. And to activate against this with a brand like Beats by Dre by empowering their core fans to become part of the experience is an amazing way to bring this to life.
Click through to see images of the interactive Christmas tree installation: