- Katy Bachman, Mediaweek

A campaign for the U.S. Navy's Navy For Moms initiative is the first to combine a digital touch screen in a mall storefront display.

Launched last month and running for two months, the display enables passersby to manually manipulate the images on the screen to see videos of Navy officers and their moms, as well as postcards and pictures.

The Navy's display was the first "Mallways" for Inwindow Outdoor, which last October announced partnerships with three of the largest mall owners in the U.S. to convert vacant storefronts and mall space into ad displays.

"This is our first significant installation in our mall locations. As is our custom, we have also incorporated technology not before used in a storefront display, allowing mall-goers to interact and truly engage [with] the display," said Steve Birnhak, founder and CEO of Inwindow Outdoor.