DailyDOOH

Adrian J Cotterill, Editor-in-Chief

Here’s an exciting seven-foot high (video) wall composed of 41 Christie MicroTiles that allows faithful Miami Dolphins fans to touch it, text to it, and play with it – all whilst being entertained by the latest multimedia presentations of Dolphins history and legends.

The BuzzWall^TM is an all-in-one multimedia interactive application created by Arsenal Integrated, the digital R&D division of Arsenal Media and its been running since mid November on the club level of Sun Life Stadium (it actually debuted 14th November at the Dolphins-Tennessee Titans game).

The Dolphins Interactive Wall combines an irregular cluster of 41 Christie MicroTiles live and packaged video feeds, touch sensors, text messaging applications and large format print graphics installed as a wide, seven-foot high video display wall that fans can watch and use.

Tuned to the team’s integrated sponsorship, media and in-stadium marketing plans, the multimedia display features four content zones that inform and entertain fans. Content includes interactive highlights from the team’s history, live game feeds, video replays and highlights, texting-based instant polls, photo galleries, and information about the team’s stadium services and community programs.

Corporate sponsorships are designed directly into much of the Dolphins Interactive Wall’s content, making those brands part of the fan experience. Between on-demand Top Dolphins Moments, for example, viewers have fun wiping away virtual sea bubbles embedded with sponsor logos while dolphins swim in a virtual tank created by the Christie MicroTiles’ virtually seamless displays.

The Dolphins Interactive Wall is a customized version of The BuzzWall^TM, developed by Christie and Montreal-based Arsenal Media, recognized worldwide as a leader in digital media for unique applications.

Tery Howard, senior vice president and chief technology officer, Miami Dolphins told us “The Dolphins view the new wall as ‘transformational technology’ that’s helping raise the standard of the team’s in-stadium experience. The wall also introduces new incremental marketing opportunities for the Dolphins’ corporate sponsors, enabling them to build affinities with fans through content that’s dynamic, fun, timely and contextually relevant.

She added “Technology really provides us with the flexibility to have Sun Life Stadium take on the personality of the event and tailor it to that particular experience. Elements like The BuzzWall are a great example of how fans can come into this stadium for a University of Miami (UM) game and see it very well branded as UM, and the next day, we can have a Miami Dolphins game and easily change the branding. Offering a fully integrated experience is extremely important to our tenants, our marketing partners, guests and us. This is why technology such as Christie MicroTiles appeals so much to us.”

Denys Lavigne, president of Arsenal Media was quoted as saying “The reaction from fans has been very positive, and we’re seeing people not only drawn to the wall, but staying to play with it. The wall shows what’s really possible with digital signage – an application that’s completely targeted to the space, and its business and revenue opportunities. This is not something people just happen to notice and watch. It’s more intimate. The wall creates a relationship and a buzz that works for the fans, the team and its corporate sponsors.”

Another Montreal based company, Float4 Interactive, using sensors and software to create interactions a step beyond conventional touch applications, developed the BuzzWall’s immersive touch capabilities and txtstation^TM Global Mobile Marketing, of Austin, Texas, provides the wall with real-time fan polling capabilities, activated by simple text messaging.

Kathryn Cress, vice president corporate & global marketing, Christie said “The launch of the Dolphins Interactive Wall was something of a first birthday celebration for Christie MicroTiles, and we can’t imagine a more powerful demonstration of what’s possible with this new display technology. The Dolphins have demonstrated a lot of vision in going well beyond the pure ‘Wow’ factor of the tiles, and exploring the business benefits, which are numerous.”

This entry was posted on Thursday, December 16th, 2010 at 17:11 @757 and is filed under DailyDOOH Update. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.