These days, social strategy should be part of every one’s growth plan. From crowd-sourced content to rewarding five minutes of fame, every brand is hoping to engage using digital technology, beyond the sweeps of yesteryear.

Here are a few snapshots of Forever 21‘s Time Square store. The video loop on their LED screens is playful, engaging and larger than life. Models “walk” up to the screen, summon the crowd then take a Polaroid shot of the street, capturing everyone who’s a fan. Remarkably, hundreds of people are willing to wait through the five minute loop to see themselves on the big screen, over and over again.

Just across the street, the monolithic LED screen that belongs to American Eagle takes a similar approach, merging their customers, twitter and a branded photo booth. Developed by the brains at RGA, customers can have their picture taken with a short caption and it will scroll down the outside of the building. Not only do the photos make their debut in Times Square, they’re also easy to share using a computer or mobile device.

Keeping with the theme of models trapped inside their own advertisements, Lara Stone‘s most recent billboard for Calvin Klein located at Lafayette and Houston is as engaging as it gets for still imagery. Similar to Forever 21’s loop, her proportions are skewed, slightly edgy and entirely engaging.