Old Navy feted its 20th birthday with a “selfiebration” in New York's Times Square on October 16. The brand asked fans to tweet their birthday wishes and upload selfies to Twitter with a #selfiebration hashtag. Participants received recognition on a “balloon billboard.” Covered with 1,000 custom balloons, the 15-foot billboard was created by Deeplocal, which referred to the creation as a “selfie machine.” Deeplocal's software grabbed images with the hashtag from Twitter, and rendered them via inflated balloons on the billboard.