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 15, 2012
Beck Group/Atlanta wins AGC Build Georgia Award
Site-specific safety plan, BIM analysis and third-party structural review contributed to successful implementation.
| Jun 15, 2012
Baldwin joins Charlotte office of Perkins Eastman as principal
Experience in healthcare planning and design to expand national healthcare practice in South and Mid-Atlantic.
| Jun 15, 2012
InPro’s bio-content becomes Cradle-to-Cradle CertifiedCM Silver
Two main components of G2 Blend formula now C2C Certified Silver.
| Jun 14, 2012
A. Eugene Kohn Watercolor Exhibition a showcase of KPF artwork in NYC
Kohn's watercolors have previously been displayed at the Guggenheim Museum in a show for the works of well-known architects.
| Jun 14, 2012
Gilbane names two new executive vice presidents
Dennis Cornick and Thomas Laird join Gilbane's executive team, expanding the company's leadership to drive business goals.
| Jun 14, 2012
Viscardi joins LEO A DALY as VP, corporate director of aviation programs
Viscardi will be responsible for providing the vision and strategy for growing the firm’s aviation practice, identifying and establishing new clients, as well as maintaining existing client relationships.
| Jun 14, 2012
Sustainability consultant’s keynote highlights the evolution of LEED green building in Spain
Sustainability planning, green building and water efficiency consultant, Jerry Yudelson keynoted the celebration of Spain’s first LEED Platinum Municipal Green Building.
| Jun 13, 2012
Thornton Tomasetti founding principals receive CTBUH Fazlur R. Khan Lifetime Achievement Medal
This is the first time the CTBUH Board of Trustees has awarded the prize to two individuals jointly.
| Jun 13, 2012
Free webinar on Designing and Building Green Schools scheduled for June 20
USGBC Center for Green Schools and other experts to present practical tips.
| Jun 13, 2012
GAF’s Roving Truck promotion coming to your town soon
Professional roofing contractors or builders/remodelers in the U.S. can enter to win a Ford F-150 truck.
