The team at Balance knows
that trade shows are very competitive; but when you're one of the largest food
companies in the world, the pressure to engage attendees in new and exciting
ways is intense. Working with Jack Morton Worldwide, Balance designed and developed
a touchscreen application that encapsulated General Mills Bell Institute of
Health and Nutrition's (Bell Institute) mission, brand, and goals to help the
industry leader make a show-stopping impression on trade show guests.
Playing off of the Bell
Institute's neighborhood concept, the application combines the digital and
physical worlds for an unforgettable experience. Trade show guests visit the
various neighborhoods by placing Balance's proprietary DigiPuck(TM) on a
touchscreen to learn about each area's content. The DigiPuck(TM), a custom, 3D
printed puck, utilizes sensor and conductive fiber technologies that, when
placed on the touchscreen, activates content flow. Each custom DigiPuck(TM)
loads a different neighborhood's content and teaches the user about various
products under the category. The unique combination of both physical and
digital touch by using the DigiPuck(TM), created interest and additional
awareness of the brand. It even even increased registration for Bell
Institute's website accounts.
Balance also created a
Content Management System, to provide the industry-leader with an easy,
convenient and secure way to update touchscreen content and export registration
for analytics.