“BEYES twinkle tree” is interactive content for holiday season 2008.
During the period between December 6th and 26th, this campaign was held to bring people into real shop in Omotesando Hills, one of the most cutting edge commercial complex in Japan.

BEYES is select shop on web with its concept “seeking only for genuine items.” With its great creation, it’s more than just E-commerce site but entertainment. BEYES has real shop in Omotesando Hills, cutting edge cultural center of young Japanese.

This project was intended to let people participate and experience, not only watching Christmas Illumination, by utilizing 100 inch monitor named “EditWall” displayed at real shop.
To make it not only one time experience, participants are able to bring back picture for cell phone idle screen. By this measure, we accomplished for a longer-lasting effect and spread by word of mouth.
This project was displayed on many kinds of media, such as special website, cell phone web site, DM, road side panel, monitor displayed ad. at Omotesando Hills, and newspaper ad.

Participants stand in front of screen and hold the pose. Their figures are disguised into Christmas tree and screen shows it. Participants are able to get picture for cell phone idle screen by pressing shooting button and bring back their favorite pose.
DM panel in the shop enable users to access cell phone site easily.

“Twinkle Tree” detects human figure and motion through flash difference image from web camera. Christmas ornaments are displayed at detected point coordinates.

Background motion picture and Christmas ornament are extracted and converted into still picture.
They are compressed and transferred to sever by wireless device set in the shop. Server composes those images for cell phone idle screen.

Participants can save and bring back the image on their cell phone, by accessing QR code displayed.
Those Christmas images were sent to their friends from cell phones, and created buzz.

Server conducts image processing to draw thousands of ornament in a short period. Image processing effects such as “twinkle effect” and “melting snow effect” are tuned not to make participants irritated by taking time nor make it too simple.

This project was broadcasted by TV show named “King’s Brunch,” popular among women aged 20-34. This show led many people, not only single male repeaters but female customers and couples to show up in the shop. Also this content made staying time in the shop longer. It succeeded better brand recognition and sales.