B2B & Industry

Photo booth duo for MagentaTV × Netflix in German Telekom stores

Deutsche Telekom partners with Netflix — a Netflix subscription is part of the MagentaTV offer. To make this integration tangible in the physical store, UpReach supplied the photo-booth duo: a dual-screen setup with two 43-inch displays, fully bespoke software development for Telekom and AI background removal into curated Netflix worlds from “Money Heist” to “Stranger Things”. Visitors pose in series sets — the abstract streaming integration becomes tangible in the store experience and visually shareable.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

The MagentaTV-Netflix integration is a bundle mechanic that takes some explaining — it works digitally in the backend but is invisible in the physical store experience. Standard communication (a poster, a flyer, a sales conversation) creates too little tangible engagement for a topic as emotionally charged as Netflix streaming.

The strategic question: how does a digital streaming bundle translate into a physical store experience that gets visitors to actively engage with MagentaTV? A pure screen demonstration is too passive — the visitor needs an activation moment that makes them part of the Netflix world themselves.

Operationally, it was further complicated by the fact that the activation had to work in an active retail store environment: limited floor space, high light reflections, fluctuating footfall, and different target-group profiles per city. The hardware had to integrate into the store without disruption and be immediately noticeable for the activation — without blocking the sales staff.

The UpReach solution

UpReach supplied the photo-booth duo — a dual-screen setup with two 43-inch displays. The size of the screens makes the setup immediately visible in the store and gives the AI staging visual impact. The app was developed entirely by UpReach for Telekom and tailored to the specific requirements of the store activation.

AI background removal ran in real time and placed visitors into curated Netflix worlds: scenes from “Money Heist”, “The Witcher”, “Stranger Things”, “Leo” and “Squid Game”. Licensing of the series worlds was cleared in advance in the co-brand setup between Telekom and Netflix — visitors could choose between several series and have themselves photographed as part of the respective story world.

Through the interactive software, visitors could adjust scenes, add personalised overlays and choose their output mechanism: a physical print to take away or digital delivery to their own smartphone. Both options were further usable as a marketing asset for brand engagement — the print stays visible on the fridge, the digital delivery can be shared in social peer networks.

The software interface ran in the full co-brand design — equal visibility for Telekom and Netflix, clear communication of the MagentaTV integration. More on the hardware: /produkte/mirror-pro.

Setup & Logistics

Lead time 8 weeks: 3 weeks for the app development specifically for Telekom (custom software build in the co-brand design, Netflix series-world integration, touch flow for the retail environment), 2 weeks for licence alignment and curation of the series worlds between Telekom and Netflix, 2 weeks for the parallel preparation of several hardware setups for the multi-store rollout, 1 week for the final compliance and data protection sign-off including a co-brand rights review.

Build and calibration in the respective Telekom stores by UpReach technicians, with adaptation to store-specific lighting conditions and floor-space constraints. The dual-screen configuration was tested per store so both 43-inch displays ran in parallel and in sync.

Store staff were briefed on the operation and context of the activation — visitors should be able to use the activation touchpoint independently, without the sales staff actively guiding them. Performance monitoring ran via the central cloud CMS, with visibility of sessions per store.

Results by the numbers

synchronised 43-inch displays

curated Netflix series worlds

Multiple

German Telekom stores

The activation ran in several German Telekom stores in parallel and translated the digital MagentaTV-Netflix bundle logic into a directly tangible store format. The dual-screen setup with two 43-inch displays was immediately visible in the store and anchored the activation as a visual touchpoint in store perception — no additional stand signage needed.

The five curated series worlds delivered different anchors depending on the target-group profile of each store location — anyone who has no connection to “Money Heist” chooses “Stranger Things”. The multi-world choice thus opened the activation across different target-group segments.

On the output side, the expected effect emerged: every image created stays visible after the store visit — as a print in the home environment or as shared content in the smartphone peer network. This extends the activation impact well beyond the store visit itself.

Key takeaways from this setup

A dual-screen setup is a store magnet: two synchronised 43-inch displays have a far higher visual pull in standard retail footfall than a single screen. The setup is immediately perceived as “something special” in the store and overcomes the typical activation threshold that pure tablet or single-screen stations often fail to reach.

Co-brand licence clearance belongs in the lead-up phase: in co-brand setups with IP-protected image worlds (here Netflix series), licence clearance is not a detail — it is a prerequisite. A separate pre-production phase for rights alignment between the co-brand partners secures the activation legally and makes the rollout possible without renegotiation.

A custom software build instead of a standard template: for co-brand setups of this complexity, a standard photo-booth template is not enough. The app developed entirely for Telekom held the co-brand tone exactly and gave both partners' brand values equal visibility — a detail that often decides strategic acceptance by the partner in co-brand activations.