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
Sponsored | | Jul 7, 2014
Channel glass illuminates science at the University of San Francisco
The University of San Francisco’s new John Lo Schiavo Center for Science and Innovation brings science to the forefront of academic life. Its glossy, three-story exterior invites students into the facility, and then flows sleekly down into the hillside where below-grade laboratories and classrooms make efficient use of space on the landlocked campus.
| Jul 7, 2014
How to keep an employee from jumping ship
The secret to keeping your best employees productive and happy isn’t throwing money at them, as studies have continuously shown that money isn’t the top factor in employee happiness. Here are four strategies from leadership coach Kristi Hedges. SPONSORED CONTENT
| Jul 7, 2014
Nothing fixes a bad manager
Companies seem to try everything imaginable to fix their workplaces, says Gallup Chairman and CEO Jim Clifton in a recent blog post, except the only thing that matters: naming the right person manager. SPONSORED CONTENT
| Jul 3, 2014
Gehry edits Canadian skyscraper plan to be 'more Toronto'
After being criticized for the original tower complex, architect Frank Gehry unveils a new design that is more subtle, and "more Toronto."
| Jul 2, 2014
First Look: Qatar World Cup stadium design references nomadic heritage
Organizers of the Qatar 2022 World Cup, the Supreme Committee for Delivery and Legacy, recently unveiled designs for the second stadium.
| Jul 2, 2014
SHoP designs what would be Brooklyn's tallest building
JDS Development partners with SHoP to construct a 70-story building at 775-feet tall, unprecedented for downtown Brooklyn.
| Jul 2, 2014
The doctor is in the firehouse: New clinic to be built in California fire station
Designed by WRNS Studio, the Firehouse Clinic will encourage local residents with limited healthcare access to consider them as an alternative to the emergency room, especially for preventive care.
| Jul 2, 2014
Emerging trends in commercial flooring
Rectangular tiles, digital graphic applications, the resurgence of terrazzo, and product transparency headline today’s commercial flooring trends.
| Jul 2, 2014
Grimshaw's 'kit of parts' design scheme selected for Qatar sports facilities program
The series of projects, called the Al Farjan Recreational Sports Facilities, have been designed in such a way that the same basic design can be adapted to the specific requirements of each site.
| Jul 1, 2014
Peter Zumthor's LA art museum plan modified with bridge-like section across main thoroughfare
After his design drew concerns about potential damage to LA's La Brea Tar Pits, Peter Zumthor has dramatically revised his concept for the Los Angeles Museum of Art.