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
| Apr 27, 2012
China Mobile selects Leo A Daly to design three buildings at its new HQ
LEO A DALY, in collaboration with Local Design Institute WDCE, wins competition to design Phase 2, Plot B, of Campus.
| Apr 27, 2012
CSM Group names Comerford as senior project manager
Comerford’s responsibilities include directing and verifying contract compliance by the trade contractors to ensure the owner’s expectations are met in respect to a quality finished project.
| Apr 27, 2012
Hampton Bays Middle School winner of the first National Green Ribbon Schools Program
School was the first LEED-certified public school in the state of New York.
| Apr 26, 2012
USGBC announces inaugural Green Apple Day of Service
On Sept. 29, 2012, participants from all over the world will volunteer to make the schools and campuses in their communities healthier and more sustainable.
| Apr 26, 2012
Gensler's Leiserowitz: Employs holistic philosophy to foster clients' creativity, comfort
Leiserowitz became regional managing principal in Chicago for San Francisco-based architecture and design giant Gensler a little more than a year ago.
| Apr 26, 2012
Blackney Hayes Architects launches new engineering division
The new division, BHH Engineers, will be led by Mark Hershman, PE.
| Apr 26, 2012
Energy efficiency requirements heighten the importance of proper protection for roofing systems
Now more than ever, a well-insulated and well protected roof is critical in new or renovated commercial buildings.
| Apr 26, 2012
Orange County, Fla. high school receives NAIOP “Public Development of the Year” award
School replacement designed by SchenkelShultz Architecture and constructed by Williams Co.
| Apr 25, 2012
Bubble skyscraper design aims to purify drinking water
The Freshwater Skyscraper will address the issue of increasing water scarcity through a process known as transpiration
| Apr 25, 2012
Thornton Tomasetti/Fore Solutions provides consulting for Biologics Support Center
Project receives LEED Gold Certification.
