Gimbal’s proximity beacons are small transmitters that use Bluetooth Low-Energy technology to send encrypted data to mobile devices. The beacons have become popular marketing and messaging tools for retailers (Apple Stores, Gamestop, American Apparel), sports teams and venues (the Cleveland Browns, the Miami Dolphins, Madison Square Garden, the Staples Center), and events and conferences (the U.S. Open, SXSW, Tribeca Film Festival).
When a shopper or event attendee comes in range, the beacon sends a message to a Gimbal-enabled mobile app on the person’s mobile phone. The app platform sends relevant information to the device, based on what the user has opted in for and the user’s exact location. The Miami Dolphins use Gimbal to message fans at Sun Life Stadium about where they can find shorter concession lines. The Chicago Transit Authority and advertising firm Titan have tested Gimbal beacon technology at several stations to determine whether advertising furthers engagement with transit riders.
In November, Retailigence, an online-to-online marketing platform, announced a strategic partnership with Gimbal to provide product and shopper data to retailers looking to fine-tune their marketing efforts. Presumably, retail designers could use such data to improve wayfinding in stores and even to create physical ways to influence shoppers’ traffic patterns within the store.
Not everyone’s ecstatic over the new technology. After Buzzfeed disclosed that Titan had planted 500 beacons in phone booths to push advertising, New York City officials had them removed.
Read about more innovations from BD+C's 2014 Great Solutions Report.
Related Stories
| Jun 13, 2017
Accelerate Live! talk: Incubating innovation through R&D and product development, Jonatan Schumacher, Thornton Tomasetti
Thornton Tomasetti’s Jonatan Schumacher presents the firm’s business model for developing, incubating, and delivering cutting-edge tools and solutions for the firm, and the greater AEC market.
| Jun 13, 2017
Accelerate Live! talk: The future of computational design, Ben Juckes, Yazdani Studio of CannonDesign
Yazdani’s Ben Juckes discusses the firm’s tech-centric culture, where scripting has become an every-project occurrence and each designer regularly works with computational tools as part of their basic toolset.
Industry Research | Jun 13, 2017
Gender, racial, and ethnic diversity increases among emerging professionals
For the first time since NCARB began collecting demographics data, gender equity improved along every career stage.
Architects | Jun 7, 2017
Build your very own version of Frank Lloyd Wright’s Guggenheim Museum with this new LEGO set
744 LEGO bricks are used to recreate the famous Wright design, including the 1992 addition.
Multifamily Housing | Jun 7, 2017
Multifamily visionary: The life and work of architect David Baker
For 35 years, architect David Baker has been a spirited voice for affordable housing, in San Francisco and beyond.
Architects | Jun 5, 2017
NCARB launches second alternative path to architect certification
Architects without a professional degree in architecture can now earn NCARB certification through an alternate path.
Architects | Jun 2, 2017
NELSON joins forces with Cope Linder and KA
More growth ahead, as NELSON expects to double its workforce and revenue this year.
![Strong brew: Heineken HQ spurs innovation through interaction [slideshow]](/sites/default/files/styles/list_big/public/OPENER%20Screen%20Shot%202017-06-02%20at%2011.33.34%20AM.png?itok=VNxuazkX "Strong brew: Heineken HQ spurs innovation through interaction [slideshow]")
Office Buildings | Jun 2, 2017
Strong brew: Heineken HQ spurs innovation through interaction [slideshow]
The open plan concept features a Heineken bar and multiple social zones.
| Jun 2, 2017
Accelerate Live! talk: How maker culture is transforming Sasaki’s design practice
Sasaki’s Pablo Savid-Buteler and Brad Prestbo talk about how the firm’s maker initiatives are changing the way Sasaki goes to market, and how they are helping the firm win new business.
| May 30, 2017
Accelerate Live! talk: The ROI of innovation culture, Russ Sykes, SmithGroupJJR
Russ Sykes discusses SmithGroupJJR’s ongoing journey to create a firm culture that ignites innovation and propels change across all levels of the organization.
