Cannes Lions

A WALK IN THE PARK - IBEACON TOUR

HILL HOLLIDAY, Boston / FRIENDS OF THE PUBLIC GARDEN / 2015

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Overview

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Credits

Overview

Execution

Using technology to foster appreciation for the Garden's history and context, our solution was an interactive audio tour with different chapters that played based on location within the Garden. The interface for the app isn't a touchscreen, but rather their legs, moving through the chapters of the Garden’s history. The experience is enabled by iBeacons, which we installed discreetly at key locations throughout the Garden; this allowed us to pinpoint a visitor’s location to within a few feet. We created simple installations at key vantage points throughout the Garden, featuring familiar objects in a completely different context—empty museum picture frames.

Outcome

Over the course of several weeks, hundreds of photos of the frames were taken and organically shared to social media from the park, including notable appearances by local celebrities Joey McIntyre and Eliza Dushku.

The audio tour soft-launched in the fall, and an upcoming promotional spring mobile campaign will geotarget users on a hyperlocal level with a focus in and around the Garden.

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