National retailer JCPenney recently held the grand opening of its new, state-of-the-art store in Dallas, and used 144 square feet of digital signage to help.
JCPenney hired the messaging architects at Corporate Magic to plan and stage a festive ribbon-cutting ceremony on Sept. 30 that would capture the attention of the local media and shopping public, while cementing a lasting impression of their newest location as an exciting retail destination in the area.
The centerpiece of the grand opening production was a 9-foot-by-16-foot “GoBig” LED unit provided by GoVision LP. The mobile video unit, which sported a custom JCPenney advertising wrap, was positioned in the middle of the stage throughout the program. For the finale, the unit drove away to reveal the new store in the background.
“You wouldn’t think a 40-foot truck could shield a massive retail store from view; but the way we positioned the audience and the staging, it worked like a charm,” said Jeff Kirk, general manager at Dallas-based Corporate Magic. “GoVision’s LED was a highlight of the program, and the dramatic effect created when the truck drove off was fantastic.”
GoVision then took its mobile LED on a six-day street tour of Dallas. The eye-catching GoBig unit played a fast-paced JCPenney-themed video loop as it drove around town and stopped at designated locations for promotional events, including flash mobs orchestrated by Corporate Magic, high school football games and the Texas State Fairgrounds.
“This was no ordinary ribbon-cutting ceremony,” said Chris Curtis, CEO of Argyle, Texas-based GoVision, in the announcement. “JCPenney pulled out all the stops.”
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