International Trends
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Interactive marketing
In the U.S., gesture-controlled entertainment and interactive display systems are popular with hospitality venues. “It’s a highly effective way for nightclubs, restaurants, hotels or casinos to engage and entertain patrons,” says Vincent John Vincent, president of GestureTek. The company’s systems create interactive surfaces of any size on floors, walls, tabletops and even bar counters. Alice Fazooli’s and Jack Astor’s are some of its bar clients, while Anheuser-Busch has installed a GestureFX system as a promotional medium in Toronto nightclub CiRCA. The company’s systems may be used for advertising, in addition to entertainment, providing bar and restaurant owners an opportunity to capitalize on dead space. Independent studies show higher levels of brand retention achieved with these kinds of unique interactive displays. The company has more than 3,000 installations worldwide in nightclubs, restaurants, hotels, retail locations and other public spaces and recently showcased some of its gesture-controlled products at the 2008 Nightclub and Bar show. Source: GestureTek
In Sydney, Australia, Bluetooth is being used as a delivery tool for on-premise promotions. Bluetooth is a wireless technology that allows different electronic devices to connect and exchange information over a short-range radio frequency. The trial saw offers advertised on pubs’ TV screens that could only be redeemed by patrons who downloaded them via Bluetooth technology built in to their cellphones or mobile devices. The offers were supplemented with screensavers, movie trailers, video clips and advertisements on special deals for menu and bar items. The interactive marketing creates a win-win-win situation for pubs, advertisers and patrons. The four-week trial that involved offers provided by Foster’s, Diageo and Boag’s saw 3,160 patrons request interactions with pub televisions. More than 40 per cent of these requests were offer-related while the remainder consisted of requests for free mobile content. The trial proved successful with one hotel receiving a 67 per cent rate of redemption on a drink offer. Source: The Shout
Vegas bar, cool as ice Las Vegas nightclub Minus 5 is literally the coolest bar on the Vegas Strip. So cold in fact, the club provides guests with heavy coats and mittens upon entry. The nightclub is essentially a giant freezer with a temperature maintained at -5 C. Ice is no longer a supplement to your drink. It’s what the couch, bar, décor and drink glasses are made of at Minus 5. Craig Ling opened his first Minus 5 bar six years ago in Auckland, New Zealand. He’s since added locations in Australia and Portugal, before venturing into North America with his Las Vegas venue in Mandalay Place on the Las Vegas Strip. Patrons pay $30 for a 30-minute visit, which includes one drink. Non-alcoholic options are available for children. While many patrons don’t stay long, staff is encouraged to warm up every 30 to 45 minutes, a challenge on busy nights. It took about 150 blocks of Canadian-made ice, each weighing 265 pounds to create Minus 5. The sculptures are clear as glass – bubbles are not an option. Oversized ice sculptures of Vegas regulars, like Elvis, grace the room. A popular tourist attraction, photos may be taken by bar staff and can be purchased upon leaving the bar. Cameras aren’t allowed in Minus 5. One thing’s for sure, you won’t have to order your drink on the rocks. Source: The LA Times
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