LG Appliances

GestureTek interactive displays sell LG appliances in Mexico

In a promotion showcasing the benefits of LG appliances, LG Electronics and Grupo Guiza (Gesturetek's strategic dealer in Mexico) developed a new kind of marketing strategy - interactive games using gesture control technology. The technologies of choice were GestureTek's Cube portable interactive floors and ScreenXtreme immersive display systems that place players' real-time dynamic video images into the onscreen action. Custom content was designed by Grupo Guiza. One game was based on GestureTek's virtual soccer game. Another game pitted the consumer against the computer in a soccer skills drill.

The campaign was launched at Sears, Liverpool and Palacio de Hierro department stores throughout Mexico, with a target demographic of women 24 � 60 years of age. Creating a game which was displayed through GestureTek's Cube successfully captured public attention while promoting the benefits of LG washing machines and television sets. It also made the products more memorable for consumers.

The use of the Cube as opposed to other technology was decided when the unit itself was seen in action at the Grupo Guiza showroom. GestureTek products were chosen because of the vast number of completed installations supporting advertising and promotional campaigns. LG also appreciated the intuitive nature of the interactive interface, since applications are user-friendly and controlled by very natural gestures.

"Consumers liked the level of interactivity and involvement provided by the technology and it made for a more enjoyable and memorable experience for them," said Frederico Landeros, President of Grupo Guiza.

According to Landeros, the outcome of this installation has been terrific because of the Cube, and the prospects for increased sales have exceeded expectations.