Japanese auto brand Infiniti wanted to show people how exciting their new models are, so it leveraged biometric tracking for an innovative event activation at the Pebble Beach Concours d’Elegance auto show last week. Visitors to the Infiniti Pavilion received an armband that tracked their physiological reactions like muscle cell electrical activity toward the new cars on exhibition. Also, the armbands were connected to various sensors installed in the cars and throughout the Infiniti Pavilion to map out how long attendees checked out the new models. The data was then graphed and projected on a giant LED display to showcase the enthusiasm of potential buyers.
What Brands Need To Do
This use case of biometric data showcases an interesting way for brands to incorporate wearables into event activations. It offers a cool way to visualize the enthusiasm of event goers, attract and entertain onlookers, and collect data about what potential buyers are most interested in. Other brands seeking ways to infuse their events with a little digital fun should take a cue from Infiniti and explore what wearable tech can add to brand activations.