After a purchase, a guest is invited to a mini photo studio. Moments later, the guest’s photo and personal message are projected onto the 25-story-high, 15,000-square-feet of digital signage for all of Times Square to see. “15 Seconds of Fame” is a fitting reflection of everyday people living their lives and experiencing a brief but sweet taste of fame.

To date, over 20,000 pictures have been taken, many with multiple guests, resulting in a surge of famous people. Approximately 200 pictures are being taken every day. Of course, the success means increased sales for American Eagle Outfitters, with USA Today predicting the experience will “wind up netting AE millions of dollars' worth of free exposure online.” And others are taking notice; Stores magazine declared it one of the year’s “Best Ideas Worth Stealing.”