Digital Brand Experience.
For the second year in a row we partnered up with Mirrorshow and KaiCon to create yet another round of a personalized, in-depth experience for GATORADE. The journey did not just start at the event, but with unique content at every touchpoint, and a modular design that allowed us to individualize the booth and installations for each fair, resulting in a one of a kind experience for all three US events.
Using RFID tags and a user-centered concept, we created an experience which gives the user what they want every step of the way. Besides receiving personalized content, they can also favorite each item and receive more detailed information on their personal devices.
Before every event, users got G-Bands – RFID enabled wristbands – which bound our event to specific users. Registration happened on their mobile or at check-in stations around the venue. Via simple login information, the users were assigned to meaningful categories that guided them throughout various content across the event and show them relevant information.
Multitouch for parallel interaction.
Different stations had different content depending on context, each displayed in an interface fitting to the hardware used. Two 86'' Multitouch, multi-user, stations allowed up to four people to interact with the content at the same time in a social manner. Another six Multitouch pods, each containing three 32'' Multitouch displays, allowed up to 18 people to engage in the content. Additionally, mobile content iPads and the "Fuelbar" allowed further exploration of the products.
Over 120, 360° images and hundreds of interviews allowed users to explore a multitude of locations in-depth, gaining insight into various innovations GATORADE is currently investing in.
Playful omnichannel experience.
86'' Team Tables.
The big 86'' Multitouch, multi-user stations, where four users were able to log in at the same time, were THE highlight. Interactions on digital tables of this size made the journey even more impactful to the event guests.
We created our own Content Management System, which allowed us and also the client to adjust movies, hotspots, texts, download links and more on-the-go without any redeploying. Real-time statistics were accumulated in Google Analytics and our own CMS simultaneously, providing unique insights into what people were doing.
And the numbers speak for themselves: A total of 4752 registered users, 17474 video views, (total screen time of approx. 8 days), and 2161 downloaded infomaterial, summing up a truly successful experience.
Exploring products interactively.
Our "Fuelbar" enabled the user to place GATORADE products on a 38'' touchscreen to reveal detailed nutritional information. The recognition of various products was realized by self-developed marker tracking, which could determine the products in real-time and make it possible for the user to compare the ingredients of different products directly.
All components have been meticulously built by hand — be it the RFID readers which were designed and built by Mirrorshow, then wired and brought to live with the 'FadeCandies' and our 'Raspberry' pi stack — or the 86'' Multitouch units with a high performance CPU, which ran on Unity to support more than 40 touches in 4 apps, with 4K videos.