Daktronics Displays at Westfield Malls Help Deliver "Love Stories"

This campaign involved a promotion that let shoppers design love notes with their smart phones and then have them displayed on a Daktronics digital display in the mall.

BROOKINGS, S.D. - April 16, 2012 - Daktronics (NASDAQ - DAKT) LED displays and Visiconn® control solutions were involved in a unique interactive marketing campaign that stretched over seven different Westfield Malls in Eastern Australia from Friday, Feb. 17 to Sunday Feb. 19, 2012.


The company Unilever ran a campaign titled "Love Story" to promote their new fragrance line. This campaign involved a promotion that let shoppers design love notes with their smart phones and then have them displayed on a Daktronics digital display in the mall.

"We are seeing digital displays being used in very creative ways by engaging audiences via mobile devices," said Rich Hintz, Engineering Manager for Daktronics. "Our Visiconn control solution and media players are capable of interfacing with third-party companies allowing for these types of unique applications."

Content on the display was created with Adobe® Flash® software, and the file was uploaded online to Daktronics cloud-based Visiconn® solution and scheduled to run for 24 hours. The Visiconn® system is an online-hosted solution allowing for content to be uploaded to a central location from any internet connection. Once uploaded, Daktronics media players at each mall location downloaded the file from the Visiconn® system and played it on the display. The media players checked back regularly for updates to ensure messages created by shoppers walking by were shown on the display in a timely manner.

"Three continuous days and we didn't run into any trouble with the displays or Visiconn," said Michelle Barford, Digital Operations Executive for Westfield BrandSpace. "It was a great success!"

Along with being able to send personalized messages to the displays in the mall, shoppers were also able to get their picture taken with their message in the background. The pictures were then posted to the company's Facebook page.

All displays are controlled with Daktronics Visiconn® display management solution which allows users to run their displays from any Internet-ready computer. With the ability to integrate multiple display technologies (LED, LCD and others), the Visiconn® system is the ideal solution for controlling display networks. The technology offers the capability for the clients of Westfield to quickly create and display messages and graphics on the LED displays, allowing advertisers to better target their content to the audience at a particular location or certain time of day.

About Daktronics

Daktronics has strong leadership positions in, and is the world's largest supplier of, large screen video displays, electronic scoreboards, computer-programmable displays, digital billboards, and control systems. The company excels in the control of large display systems, including those that require integration of multiple complex displays showing real-time information, graphics, animation and video. Daktronics designs, manufactures, markets and services display systems for customers around the world, in sport, business and transportation applications. For more information, visit the company's World Wide Web site at: http://www.daktronics.com, e-mail the company at sales@daktronics.com, call (605) 692-0200 or toll-free (800) 325-8766 in the United States or write to the company at 331 32nd Ave. PO Box 5128 Brookings, S.D. 57006-5128.

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