Panasonic is on a roll with launching creative and interactive advertisements lately. Their first success was an augmented reality campaign for their Lumix camera featured in print ads. Now they're bringing the Lumix camera fun to retail locations throughout the UK. 50,000 postcards are on display at retailers such as Best Buy and Comet.

While there is no digital signage involved per se, the beauty of this campaign is that your smartphone numbers becomes the digital signage. So how does it work?

Shoppers load up the Aurasma application on their smartphone (or download it for free if it's not already available on the phone). Users point the camera of the phone at the ad and a 60 second advertisement plays on their phone. Then the real fun comes in...

Users are redirected to the Panasonic Mobile Site where they can choose from multiple photos to interact with and edit to see some of the features the camera is capable of. In addition, users can search retail locations and enter to win a Lumix G3 camera.

“The two postcards that users can interact with show the different ways that consumers can use the camera and really play up the art of photography that the camera establishes,” Stephen Kann (broadcast director at Panasonic's agency, Brave) said. “It is meant to engage consumers with in-store advertising in a way that they can actually experience it.”

Ashley DiVeronica - Digital Media Strategist