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
| Feb 2, 2012
Call for Entries: 2012 Building Team Awards. Deadline March 2, 2012
Winning projects will be featured in the May issue of BD+C.
| Feb 2, 2012
VLK Architects selected for new Cypress, Texas elementary school
The Bridgeland Elementary School will be a new prototype school for the District. Designed to meet the requirements of The Collaborative for High Performance Schools.
| Feb 2, 2012
Mortenson Construction to build 2.4 MW solar project in North Carolina
Located on a 12 acre site in the Sandhills region, the 2.4 megawatt (MW) system is expected to generate approximately 3.5 million kilowatt hours (kWhs) of clean electricity on an annual basis.
| Feb 2, 2012
Shawmut Design and Construction launches sports venues division
Expansion caps year of growth for Shawmut.
| Feb 2, 2012
Fire rated glazing helps historic university preserve its past
When the University embarked on its first major addition since the opening of Hutchins Hall in 1933, preserving the Collegiate Gothic-style architecture was of utmost importance.
| Feb 2, 2012
Delk joins Gilbane Building Co.
Delk to focus on healthcare construction programs and highly complex higher education facilities for Gilbane Building Company’s Southwest region.
| Feb 2, 2012
Next phase of construction begins on Scripps Prebys Cardiovascular Institute
$456 million Institute will be comprehensive heart center for 21st Century.
| Feb 1, 2012
Increase notched in construction jobs, but unemployment rate still at 16%
AGC officials said that construction employment likely benefited from unseasonably warm weather across much of the country that extended the building season.
| Feb 1, 2012
Replacement windows eliminate weak link in the building envelope
Replacement or retrofit can help keep energy costs from going out the window.
| Feb 1, 2012
‘Augmented reality’ comes to the job site
A new software tool derived from virtual reality is helping Building Teams use the power of BIM models more effectively.
