We only learned about this at the last minute, so are not sure how long it ran and, unfortunately, don’t have a picture, but a commercial tied into Fashion’s Night Out in New York City, the industry’s biggest fashion party, that ran on Adspace Digital Mall Network, believed to be the largest in-mall digital network in the U.S., sounds like it was interesting.
After a successful inaugural event last year, Fashion’s Night Out’s second annual event was held last Friday, Sept. 10, in stores throughout Manhattan. Organized by Vogue, the Council of Fashion Designers of America and NYC & Company – New York City’s tourism, marketing and partnership organization – hundreds of retailers participated by welcoming the public into their stores to celebrate their new fall lines and fashion itself.
In-store events featured celebrities, street activities and creative window displays crafted by fashion designers in honor of the night. Many retailers also held raffles, giveaways and promotions.
“As a big supporter of the fashion industry, we wanted to support this great night with our medium, as it is the perfect vehicle to reach shoppers in the appropriate frame of mind,” says Warren Christopher, editorial director, Adspace Digital Mall Networks. “
Adspace Digital Mall Networks featured a PSA created for New York City’s Fashion’s Night Out in four malls in the Tri-State area: the Paramus Park Mall in Paramus, N.J., Westfield Connecticut Post Mall in Milford, Conn., Westfield South Shore Mall in Bayshore, N.Y. and the Westfield Sunrise Mall in Massapequa, N.Y. The PSA was featured on Adspace’s digital, eight-foot tall billboards fitted with 65” vertical plasma screens.
“The shopping malls in the New York metropolitan area are a driver of retail sales for the fashion industry, so featuring Fashion’s Night Out on Adspace Digital Mall Network in the New York area contributed to the success of our event,” says George Fertitta, CEO of NYC & Company.
Adspace Networks Inc. owns and operates the Adspace Digital Mall Network. Located throughout more than 100 Class A malls across the U.S., the network consists of 1,400, eight and nine-foot-tall plasma ‘Smart Screens’. The Smart Screen displays show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches 92 million (source: Scarborough) affluent consumers each month, and is particularly effective at reaching teens, young adults, and women.