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
| Oct 16, 2014
Henning Larsen Architects to design train station for planned Danish town
Danish firm Henning Larsen Architects won Frederikssung municipality’s architecture competition for a regional train station in the planned city of Vinge—Denmark’s largest urban development.
| Oct 16, 2014
Report: How to keep public libraries relevant in a digital age
Public libraries will avoid being relegated to the scrap heap of history in a digital age as long as they continue to serve as platforms for learning, creativity, and innovation that strengthen their communities, according to a new Aspen Institute report.
Sponsored | | Oct 16, 2014
Drilling deeper: The booming Bakken Shale region
The Bakken Shale region, which spans from central North Dakota to the northeastern corner of Montana, is rapidly growing as a result of the oil and gas boom. SPONSORED CONTENT
| Oct 16, 2014
Germany to commemorate Berlin Wall anniversary with 10-mile LED 'balloon' installation
The project, named Lichtgrenze (or Border of Light), makes for a colossal art installation dividing Berlin back to East and West. Eight thousand LED light-filled balloons, each 11 feet high, will line the path.
| Oct 16, 2014
Perkins+Will white paper examines alternatives to flame retardant building materials
The white paper includes a list of 193 flame retardants, including 29 discovered in building and household products, 50 found in the indoor environment, and 33 in human blood, milk, and tissues.
Sponsored | | Oct 16, 2014
Mill Brook Elementary School colors outside the lines with creative fire-rated framing solution
Among the building elements contributing to the success of the elementary school’s public learning areas is a fire-rated stairwell that supports the school’s vision for collaboration. HMFH Architects designed the stairwell to be bright and open, reflecting the playful energy of students. SPONSORED CONTENT
| Oct 15, 2014
Drones may soon assist code inspectors for construction in the UAE
The United Arab Emirates’ Ministry of Labour announced that they will start using drones to help inspectors record when construction sites are breaking laws.
| Oct 15, 2014
Harvard launches ‘design-centric’ center for green buildings and cities
The impetus behind Harvard's Center for Green Buildings and Cities is what the design school’s dean, Mohsen Mostafavi, describes as a “rapidly urbanizing global economy,” in which cities are building new structures “on a massive scale.”
| Oct 15, 2014
Final touches make 432 Park Avenue tower second tallest in New York City
Concrete has been poured for the final floors of the residential high-rise at 432 Park Avenue in New York City, making it the city’s second-tallest building and the tallest residential tower in the Western Hemisphere.
| Oct 14, 2014
Slash energy consumption in data centers with liquid-based ‘immersive-cooling’ technology
A new technology promises to push the limits of data center energy efficiency by using liquid instead of air to cool the servers.