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 14, 2013
Purdue, industry partners test light steel framing for seismic safety
A partnership of leading earthquake engineering researchers from top U.S. and Canadian universities and design professionals from the steel industry have begun the final phase of a three-year project to increase the seismic safety of buildings that use lightweight cold-formed steel for their primary beams and columns.
| Jun 13, 2013
7 great places that represent excellence in environmental design
An adaptive reuse to create LEED Platinum offices, a park that honors veterans, and a grand national plaza are among the seven projects named winners of the 2013 Great Places Awards. The Environmental Design and Research Association recognize professional and scholarly excellence in environmental design, with special attention paid to the relationship between physical form and human activity or experience.
| Jun 13, 2013
Richard Smith joins Cannon Design Science + Technology practice
Cannon Design, an internationally ranked architectural, engineering and planning firm, is pleased to announce Richard Smith has joined the firm as a Principal. Smith joins the leadership team for Cannon Design’s Science + Technology (S&T) practice and will focus on developing strategies for immediate and long-term growth.
| Jun 13, 2013
Winfrey hired as Health and S&T studio head for SmithGroupJJR Dallas
SmithGroupJJR, one of the nation’s largest architecture, engineering and planning firms, has hired David Winfrey, AIA, LEED AP BD+C, as leader of its Health and Science & Technology Studio at its Dallas, Texas office.
| Jun 13, 2013
WorkingBuildings acquires Specialty Operations Solutions
The WorkingBuildings Companies, a leading provider of comprehensive Owner-based solutions for the built environment, announces the acquisition of Specialty Operations Solutions (SOS), a national provider of research and laboratory services.
| Jun 13, 2013
Health Product Declaration Collaborative names Knott as Executive Director
John L. Knott Jr. has been named as the Health Product Declaration Collaborative’s (www.hpdcollaborative.org) first Executive Director following a national search. The Health Product Declaration Collaborative (HPDC) is a customer-led standards-setting organization committed to the continuous improvement of the building industry’s environmental and health performance, through transparency and innovation in the building product supply chain.
| Jun 13, 2013
AIA partners with industry groups to launch $30,000 'Designing Recovery' design competition
The program will award a total of $30,000 to three winning designs, divided equally between three locations: Joplin, Mo., New Orleans, and New York.
| Jun 12, 2013
More than 90% of New York City schools have code violations
More than 90% of New York City schools have at least one outstanding building code violation. Loose wires, stuck doors and inadequate ventilation are just some of the problems.
| Jun 12, 2013
5 building projects that put the 'team' in teamwork
The winners of the 2013 Building Team Awards show that great buildings cannot be built without the successful collaboration of the Building Team.
| Jun 12, 2013
Sacred synergy achieves goals for religious education [2013 Building Team Award winner]
A renovation/addition project at Columbia Theological Seminary unites a historic residence hall with a modern classroom facility.
