The interactive multi-touch trade show display, based on the uma SKIN® semantic display product, enabled the 30,000+ visitors to access information, including videos and apps, related to the Toy Fair, on a 11ft 10in long and 6ft 10in high (3.6m x 2.1m) interactive multi-touch wall situated in the main concourse of the Javits Center. Owned and operated by the Toy Industry Association (TIA), the Toy Fair is the largest toy trade show in the Western Hemisphere.
The multi-touch trade show display, named ‘Fair Necessities,’ featured the Intel® Audience Impression Metrics Suite (Intel® AIM Suite), which enabled Toy Fair to better understand characteristics of the wall’s users, including gender, age, interests, impressions, and other demographics. Toy Fair 2012 exhibitors who include their listing and/or digital signage on the trade show display could be touched by buyers and others who are at the show to scope out more than 100,000 hot new toys and play products on display.
“‘Fair Necessities’ will be an interactive gateway to all things at Toy Fair. With the tap of a finger, multiple users will be able to simultaneously access floor plans, event schedules, exhibitor listings, photos, videos and news clips, Apps and more on the huge three-meter touch screens.”
Kimberly Carcone, senior director of trade show and event marketing at TIA.
Thus, the toy fair not only positioned itself on the forefront of technical innovation, but SKIN® offered a completely new way to engage all of the fair participants in a playful way. Toy Fair was able to extend its communication channels to visitors in a two way interactive manner, and provide them with more in depth information. This helped to build stronger connections with the visitors, but also with exhibitors. Skin allowed exhibitors to display an advanced and flexible way of digital signage on the ‘Fair Necessities’ wall. Advertising is not only available throughout the fair, but also during certain time slots, throughout the various days. Combined with the ‘Audience Impression Metrics Suite’ this helps to target certain groups of customers in a more efficient way, bringing the right advertisement at the right time to the right target group. What is more, the system allows for gathering data and metrics about the users and passerby, including interest, involvement, age, gender and much more.
Throughout the fair, SKIN® by uma allowed Toy Fair to connect to the visitors, as well as offered partners a way to be featured prominently on the trade show display. It opened up new communication and advertising channels, provided innovative services and engaged users into a unique interactive and playful experience.