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 1, 2012
Robert Wilson joins SmithGroupJJR
Wilson makes the move to SmithGroupJJR from VOA Associates, Inc., where he served as a senior vice president and technical director in its Chicago office.
| Jun 1, 2012
Gilbane Building's Sue Klawans promoted
Industry veteran tasked with boosting project efficiency and driving customer satisfaction, to direct operational excellence efforts.
| Jun 1, 2012
Ground broken for Children’s Hospital Colorado South Campus
Children’s Hospital Colorado expects to host nearly 80,000 patient visits at the South Campus during its first year.
| Jun 1, 2012
K-State Olathe Innovation Campus receives LEED Silver
Aspects of the design included a curtain wall and punched openings allowing natural light deep into the building, regional materials were used, which minimized the need for heavy hauling, and much of the final material included pre and post-consumer recycled content.
| Jun 1, 2012
New York City Department of Buildings approves 3D BIM site safety plans
3D BIM site safety plans enable building inspectors to take virtual tours of construction projects and review them in real-time on site.
| May 31, 2012
Product Solutions June 2012
Curing agents; commercial faucets; wall-cladding systems.
| May 31, 2012
8 steps to a successful BIM marketing program
It's not enough to have BIM capability--you have to know how to sell your BIM expertise to clients and prospects.
| May 31, 2012
3 Metal Roofing Case Studies Illustrate Benefits
Metal roofing systems offer values such as longevity, favorable life cycle costs, and heightened aesthetic appeal.
| May 31, 2012
AIA Course: High-Efficiency Plumbing Systems for Commercial and Institutional Buildings
Earn 1.0 AIA/CES learning units by studying this article and successfully completing the online exam.
| May 31, 2012
2011 Reconstruction Award Profile: Seegers Student Union at Muhlenberg College
Seegers Student Union at Muhlenberg College has been reconstructed to serve as the core of social life on campus.
