Contact: Interactive Experiences Pop at Retail
The very second you come in contact with a Reactrix panel, you will feel very much like Josh, Tom Hanks' character in the 1988 movie "Big," when he plays a giant piano with his feet. The interactive technology offers consumers a memorable experience. But the best part is, participants are interacting with and remembering brand advertising. And they don't even realize it, because they're having so much fun.
"What people see on the ground is a 6 foot by 8 foot image projected onto white linoleum or tile," explains Andy Donkin, vice president, chief marketing officer, and general manager of media for Reactrix. "All the technology is hanging above them. We use a standard cpu [central processing unit] and projector with our proprietary software. An infrared camera and display see your image as it is coming into contact with the panel; the software then takes your image and integrates it," Donkin adds.
The technology is currently being used by Toys 'R' Us in Manhattan (Times Square), Sam Goody in the Mall of America (Minneapolis), and the mgm Grand Hotel in Las Vegas, among other places. But if you're really looking for fun, skip the Manhattan Toys 'R' Us, where I was personally disappointed to find a simple retail logo surrounded by a bunch of 3-year-olds chasing digital bubbles, and head for the Sony Metreon mall in San Francisco.
Here, you'll be able to touch logos that ripple like water, or that click-through like Internet links to offer an ad or brand message. Depending on the day, you could spend your time kicking air hockey pucks or soccer balls, or stepping on a pedal to race a car. Ad messages range from simple brand place-ment inside a game, to promotions with immediately redeem-able rewards.
Best of all, Reactrix panels are measurable, Donkin says, noting that they can increase overall and individual store traffic and product sales.
Recent Media Magazine Articles
-
Weighing the Numbers Game April 16, 4:11 p.m.
For media agencies, preparing for the upfronts used to be fairly straightforward: Watch the new shows, ...
-
Negotiating a New Frontier April 16, 4:10 p.m.
We hear about them more and more these days — those cord-cutters who have set sail ...
-
Fast Forward: Worn And Threadbare April 16, 4:09 p.m.
I collect T-shirts the way other people collect art or wine, but unlike them, I don’t ...
-
Staying Power April 16, 4:08 p.m.
Long-term, TV’s big broadcast networks need much to maintain their continued viewer and advertising dominance: More hits, ...
-
Let's Go Numb April 16, 4:06 p.m.
On the road to hell (or, at least, its kitchen) will be an enormous street party ...
-
The View From the Stage April 16, 4:01 p.m.
Mitch Oscar, a long-time agency executive, remembers Robin Williams taking the upfront stage to interest advertisers ...
-
Show Starter April 16, 3:59 p.m.
When it comes to announcing their annual fall schedules,do the big broadcast networks really need to ...
-
Bande A Part April 16, 3:54 p.m.
The last upfront presentation I attended was a Nickelodeon breakfast-palooza three or four years ago. I ...
-
The Turnaround April 16, 3:53 p.m.
In the spring of 1984, Edsel Ford II, the Ford Motor Co. scion who was then ...
-
Confessions of an Upfront Reporter April 16, 3:44 p.m.
Twenty-five years ago, I began writing a story just like this one. The article, for the now-defunct ...
Be the first to comment on "Contact: Interactive Experiences Pop at Retail"
Leave a Comment