Influential digital signage blogger Dave Haynes recently published an article about a successful responsive ad campaign. The campaign curated content based on who stood in front of the display. EYE Corp. deployed the BoldVu® displays at Santa Monica Mall in sunny Southern California in 2010. The displays have operated continuously since then.
From his post:
It ran for eight weeks at Santa Monica Place shopping mall. The campaign used eight screens with Quividi software on EYE Corp. digital posters.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” says Jeff Tan, head of strategy at Posterscope USA, which planned the campaign. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
“Cameras and sensors anonymously detected passing shoppers. No data or images of any type were collected, stored or shared at any time, ensuring privacy. They identified whether shoppers were men, women, adults, children, couples, groups, or families. The system could also detect whether shoppers were smiling or frowning.”
“Once the system detected a viewer, the digital screens displayed fun, humorous video content. The screens also delivered GMC Acadia brand messaging tailored to the identified audience. The screens also featured interactive games for children and adults, including Simon Says and a virtual staring contest. These games helped deepen engagement and maximize viewer interaction.”
“The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says EYE Corp Media CEO Jeff Gunderman. “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”