LG Uses Gesture-based Interactive Advertising

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LG Electronics of France and its communications group, Stella Publicis, wanted to create a unique interactive consumer experience to promote the company’s array of mobile phones.  They turned to systems integrator MTC Arscénique and Illuminate Multi-Touch Display technology from GestureTek.
 
MTC Arscénique is a provider of audiovisual technology for permanent and temporary installations at events, retail locations and in other large public spaces.  The company has been a successful strategic dealer of GestureTek’s technology for more than 3 years.
 
LG Electronics’ objective was to breathe new life into existing kiosks installed in malls throughout France. They envisioned interactive display units using advanced gesture recognition technologies so that mall patrons could enjoy a ‘virtual cell phone’ experience, and get an actual sense of the phone’s applications.
The solution was to integrate GestureTek’s Illuminate display technology directly into the existing kiosks.  Using an ultra short-throw lens video-projector, MTC Arscénique created a 35” vertical screen showing an interactive image of dual-touch phone.
 
Custom multi-touch content was created in Flash by MTC Arscénique’s content development team.  The content recreated the phone’s general layout.  Information retrieval was either directly interactive (such as pointing to menu items for music, video and picture access) or through a series of short automatic sequences (for example, when a user points to the ‘make a call’ icon, an actual phone call simulation occurs, after which the user is returned to the system’s ‘home page’).
 
“In this way, the public can virtually access most of the phone’s applications,” says Emmanuel Ducros, CEO of MTC Arscénique. “The interactive experience is like using a large tactile smart phone.” According to Emmanuel Ducros, audience reaction has been fantastic so far because the displays are eye-catching and the content is extremely easy to use.