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
| May 29, 2013
6 award-winning library projects
The Anacostia Neighborhood Library in Washington, D.C., and the renovation of Cass Gilbert’s grand Beaux-Arts library in St. Louis are among six projects to be named 2013 AIA/ALA Library Building Award winners.
| May 28, 2013
LED lighting's risks and rewards
LED lighting technology provides unique advantages, but it’s also important to understand its limitations for optimized application.
| May 28, 2013
Minneapolis transit hub will double as cultural center [slideshow]
The Building Team for the Interchange project in downtown Minneapolis is employing the principles of "open transit" design to create a station that is one part transit, one part cultural icon.
| May 24, 2013
James Turrell's art installation turns Guggenheim Museum into 'skyspace'
James Turrell, an artist whose projects are more properly defined as "light sculptures," will have a major installation at the Guggenheim Museum this summer, turning Frank Lloyd Wright's famed serpentine atrium into a show of shifting colors and textures. The site-specific project, Aten Reign, will run from June 21 to September 25.
| May 24, 2013
First look: Revised plan for Amazon's Seattle HQ and 'biodome'
NBBJ has released renderings of a revised plan for Amazon's new three-block headquarters in Seattle. The proposal would replace a previously approved six-story office building with a three-unit "biodome."
| May 23, 2013
Supertall 'Sky City' will house 4,400 families in Changsha, China
Broad Sustainable Building has completed a long and arduous approval process, and is starting excavation and construction on Sky City in June, 2013. The proposed "world's tallest building" will be a mixed-use project that could accommodate life and work needs of up to 30,000 people.
| May 23, 2013
Are design-build contracts killing small architecture firms?
Are federal design-build contract laws unfair to small firms? AIA thinks so, citing an interesting fact: an architecture firm spends a median of $260,000 to compete for a design-build project.
| May 23, 2013
Is the 'bring your own device' discussion stumping your IT group?
A new twist to the communication challenge most companies and IT departments face is the “bring your own device,” or BYOD, conundrum. I call it a conundrum because it is stumping many IT professionals.
| May 23, 2013
Portland State University’s School of Architecture launches Center for Public Interest Design
Portland State University’s School of Architecture is proud to announce the launch of its new Center for Public Interest Design, a research center that aims to investigate and utilize the power of design to make social, economic and environmental change in disadvantaged communities worldwide. The Center is the first of its kind in the nation.
