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Digital signage Carmelo Anthony opens up NYC kids sports store

September 10, 2012

NBA star and Olympic gold medal winner Carmelo Anthony — in digital signage form — joined in the grand opening of Rookie USA, a New York City-based kids-only high-end sports brand retail concept store.

The New York Knicks' Anthony is appearing in the store via the customizable Tensator Virtual Assistant HD projection and audio-visual solution.

The virtual Carmelo Anthony is part of Rookie USA's retail concept: creating a new, in-storeexperience and way to conduct retail marketing, explaining how to use the store's interactive features, introducing the complete Melo line, offering in-store advice and guidance, describing the Rookie USA Loyalty Program and even sharing basketball tips. According to the U.K.-based Tensator, Rookie USA is the first retailer to leverage a celebrity Virtual Assistant to launch both a new highly interactive store and an entirely new brand.

Prominently positioned at 6 feet, 8 inches, the Virtual Carmelo Anthony engages shoppers with its 3D look and feel, providing store and branding information. Surround-sound audio is accompanied by highly visual information such as footage of Carmelo in action and the newest items in the Melo clothing line and sneakers, part of the Team Jordan brand. The Virtual Carmelo Anthony directs kids to the "Hero's Corner" to see superstar athletes in action and compare their footprints to those of their favorite athlete, invites them to experience the iPad bar, shoot hoops at the Virtual Basketball Court, and use the interactive touchscreens and kiosks located throughout the store. Customers can scan QR codes with the virtual Carmelo Anthony using their smartphones to gain exclusive information and deals on Rookie USA brands.

"Rookie USA has gone the extra mile in creating a one of a kind shopping experience by leveraging the global appeal of a world-renowned superstar like Carmelo Anthony and combining it with our next-generation digital signage solution, the Tensator Virtual Assistant," said Bill Vetter, senior vice president and general manager, Tensator. "Because the Tensator Virtual Assistant is completely customizable there is no limit to the kind of marketing, or in-store experience that can be created to increase traffic, boost sales, inform customers about promotions and generate excitement, all while building brand awareness."

Read more about retail digital signage.