Target teamed up with The Walt Disney Company Australia to launch the Disney Princess virtual wall that enabled consumers to engage with the Disney Princess experience.

The virtual wall was an Australian-first for both companies and utilises the growing trend of applications of technology to connect brands and the growing consumer demand for mobility to enhance the shopping experience.

The purpose-built concept worked by fans pointing their smartphones onto the unique Disney Princess virtual wall that used both QR code technology and a dedicated Disney Princess mobile site to make the connection with Disney Princess product easier, faster and more engaging.

“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,” said Sean Sparks, director, ad sales & promotions, The Walt Disney Company, Australia.

“Through technology and responding to consumer demand, we are making our entertainment more compelling and easier to access.”

The virtual wall was part of a national campaign, which started in February is a year-long celebration of the Princess.

“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,” said Dene Rogers, Managing Director, Target Australia.

The Walt Disney Company enlisted the services of Sydney agency The Creative Shop (TCS) to build and deliver the Disney Princess Virtual Wall solution.