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
| Aug 11, 2010
Opening night close for Kent State performing arts center
The curtain opens on the Tuscarawas Performing Arts Center at Kent State University in early 2010, giving the New Philadelphia, Ohio, school a 1,100-seat multipurpose theater. The team of Legat & Kingscott of Columbus, Ohio, and Schorr Architects of Dublin, Ohio, designed the 50,000-sf facility with a curving metal and glass façade to create a sense of movement and activity.
| Aug 11, 2010
Residence hall designed specifically for freshman
Hardin Construction Company's Austin, Texas, office is serving as GC for the $50 million freshman housing complex at the University of Houston. Designed by HADP Architecture, Austin, the seven-story, 300,000-sf facility will be located on the university's central campus and have 1,172 beds, residential advisor offices, a social lounge, a computer lab, multipurpose rooms, a fitness center, and a...
| Aug 11, 2010
News Briefs: GBCI begins testing for new LEED professional credentials... Architects rank durability over 'green' in product attributes... ABI falls slightly in April, but shows market improvement
News Briefs: GBCI begins testing for new LEED professional credentials... Architects rank durability over 'green' in product attributes... ABI falls slightly in April, but shows market improvement
| Aug 11, 2010
Luxury Hotel required faceted design
Goettsch Partners, Chicago, designed a new five-star, 214-room hotel for the King Abdullah Financial District (KAFD) in Riyadh, Saudi Arabia. The design-build project, with Saudi Oger Ltd. as contractor and Rayadah Investment Co. as developer, has a three-story podium supporting a 17-story glass tower with a nine-story opening that allows light to penetrate the mass of the building.
| Aug 11, 2010
Three Schools checking into L.A.'s Ambassador Hotel site
Pasadena-based Gonzalez Goodale Architects is designing three new schools for Los Angeles Unified School District's Central Wilshire District. The $400 million campus, located on the site of the former Ambassador Hotel, will house a K-5 elementary school, a middle school, a high school, a shared recreation facility (including soccer field, 25-meter swimming pool, two gymnasiums), and a new publ...
| Aug 11, 2010
New Jersey's high-tech landscaping facility
Designed to enhance the use of science and technology in Bergen County Special Services' landscaping programs, the new single-story facility at the technical school's Paramus campus will have 7,950 sf of classroom space, a 1,000-sf greenhouse (able to replicate different environments, such as rainforest, desert, forest, and tundra), and 5,000 sf of outside landscaping and gardening space.
| Aug 11, 2010
U.S. firm designing massive Taiwan project
MulvannyG2 Architecture is designing one of Taipei, Taiwan's largest urban redevelopment projects. The Bellevue, Wash., firm is working with developer The Global Team Group to create Aquapearl, a mixed-use complex that's part of the Taipei government's "Good Looking Taipei 2010" initiative to spur redevelopment of the city's Songjian District.
| Aug 11, 2010
Florida mixed-use complex includes retail, residential
The $325 million Atlantic Plaza II lifestyle center will be built on 8.5 acres in Delray Beach, Fla. Designed by Vander Ploeg & Associates, Boca Raton, the complex will include six buildings ranging from three to five stories and have 182,000 sf of restaurant and retail space. An additional 106,000 sf of Class A office space and a residential component including 197 apartments, townhouses, ...
