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
| Mar 25, 2014
World's tallest towers: Adrian Smith, Gordon Gill discuss designing Burj Khalifa, Kingdom Tower
The design duo discusses the founding of Adrian Smith + Gordon Gill Architects and the design of the next world's tallest, Kingdom Tower, which will top the Burj Khalifa by as much as a kilometer.
| Mar 24, 2014
Shigeru Ban receives 2014 Pritzker Architecture Prize
Shigeru Ban, a Tokyo-born, 56-year-old architect with offices in Tokyo, Paris, and New York, is rare in the field of architecture. He designs elegant, innovative work for private clients, and uses the same inventive and resourceful design approach for his extensive humanitarian efforts.
| Mar 24, 2014
Snøhetta unveils plans for serpentine mountain hotel
The winding hotel and apartment building will be built between the mountains and the sea in remote Glåpen, Norway.
| Mar 24, 2014
Frank Lloyd Wright's S.C. Johnson Research Tower to open to the public—32 years after closing
The 14-story tower, one of only two Wright-designed high-rises to be built, has been off limits to the public since its construction in 1950.
Sponsored | | Mar 21, 2014
Kameleon Color paint creates color-changing, iridescent exterior for Exploration Tower at Port Canaveral
Linetec finishes Firestone’s UNA-CLAD panels, achieving a one-of-a-kind, dynamic appearance with the first use of Valspar’s new Kameleon Color
| Mar 21, 2014
Forget wood skyscrapers - Check out these stunning bamboo high-rise concepts [slideshow]
The Singapore Bamboo Skyscraper competition invited design teams to explore the possibilities of using bamboo as the dominant material in a high-rise project for the Singapore skyline.
| Mar 21, 2014
Pier Carlo Bontempi to receive Richard H. Driehaus Prize from Notre Dame
Established in 2003 by the Notre Dame School of Architecture, the $200,000 Richard H. Driehaus Prize is awarded to a living architect whose work embodies the highest ideals of traditional and classical architecture in contemporary society, and creates a positive cultural, environmental and artistic impact.
| Mar 21, 2014
How to get more referrals
If you’re having a hard time attracting new referrals, here are a few techniques for increasing the number of interactions with potential clients.
| Mar 20, 2014
Common EIFS failures, and how to prevent them
Poor workmanship, impact damage, building movement, and incompatible or unsound substrate are among the major culprits of EIFS problems.
| Mar 20, 2014
D.C. breaks ground on $2B mega waterfront development [slideshow]
When complete, the Wharf will feature approximately 3 million sf of new residential, office, hotel, retail, cultural, and public uses, including waterfront parks, promenades, piers, and docks.
