Old Navy Celebrates 20th Birthday With "Selfiebration" in Times Square

At the clothing store's birthday event, a machine created giant balloon selfies of guests.

By Jenny Berg October 23, 2014, 7:15 AM EDT

Photo: Deeplocal

Old Navy feted its 20th birthday with a “selfiebration” in Times Square on October 16. The brand asked fans to tweet their birthday wishes and upload selfies to Twitter with a #selfiebration hashtag. Three fans had their wish granted by Old Navy—whether that wish was for an exotic vacation or meeting a celebrity—and many other 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.” Connected to nearly five miles of wiring, the machine comprised 16 modular balloon boxes. Deeplocal's software grabbed images from Twitter that had the “sefliebration” hashtag, and rasterized the photos to display them on the billboard via inflated balloons. The machine was designed to create two selfies per minute, and ran for eight hours to feature approximately 1,000 selfies.

The event also took place in Hollywood.

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