Discount department store Target has teamed with a US mega-brand to launch an Australian first this month.
The new initiative will see Target join forces with The Walt Disney Company to launch the Disney Princess Virtual Wall.
The digital application aims to create a more immersive consumer shopping experience and will enable fans and consumers to better connect and engage with the Disney Princess experience.
The purpose-built concept is an Australian-first for both companies and will allow fans to point their smartphones onto the unique Disney Princess virtual wall fitted with QR code technology.
The QR code then redirects the user directly to the dedicated Disney Princess mobile site to browse and purchase product.
Commenting on the partnership, Target Australia managing director Dene Rogers said it is a positive, new step for the retailer.
“Target is very excited to work with Disney on this initiative. New technologies such as this allow for us to reach customers in a unique and exciting way and offer them new, fun and simple shopping experiences,” he said.
The Walt Disney Company, Australia, director of ad sales and promotions Sean Sparks said the digital concept also marks new territory for US-based brand Disney.
“This first for Disney is an innovative way of engaging our fans. The combination of technology, great storytelling and understanding how our fans interact with their mobile devices is a powerful message to brands such as ours. Through technology and responding to consumer demand, we are making our entertainment more compelling and easier to access.”
The virtual wall will run from March 16 to17 weekend at Event Cinemas, Castle Hill, Sydney as part of the 'I Am A Princess' campaign.
The Walt Disney Company has also enlisted the services of Sydney agency The Creative Shop (TCS) to help build and deliver the Disney Princess Virtual Wall solution.