Monster Media partnered with Posterscope and Burberry to promote the launch fashion house’s newest fragrance My Burberry. To announce this new addition to their scent collection, Burberry launched a custom mobile experience for users to log on and digitally monogram their own My Burberry bottle through their handheld device. Monster Media strategically secured an outdoor storefront in New York’s trendy Meatpacking District to bring My Burberry to New York’s most stylish. Users approached the digital footprints and were enticed to take out their mobile devices. Once users went to the Burberry-specific web address, they were instructed to submit their initials. Upon submitting the user’s initial were sent directly to the three digital footprints across the entire storefront. Users watched as their initial monogrammed their own My Burberry fragrance, as they were also encouraged to go to Burberry’s site to purchase their newest scent.