DDi - August 2010 - (Page 42)

42 | In-Store Technology Performance-driven auto Performance Lexus pursues personalized video e-mail By Janet Groeber P 6-ft.-tall freestanding kiosk—and send a video of their new ride. The unit houses a PC, video camera, microphone and two flatscreens. The upper screen runs continuous promotional Lexus messages and invites showroom visitors to participate. The lower one with touchscreen technology controls recording and user data collection. Kiosk software records and automatically uploads videos to nSixty’s website, which features customization tools. The user—and other designated recipients—immediately gets an e-mail containing a link to the video. Performance Lexus added a 10-second dealership introduction that plays just before the video. Videos are stored on the nSixty server and played through a file-sharing website, which features a variety of advertising options, ranging from video pre-rolls to pop-ups and standard on-site banner advertising. The Web page also offers hot links for posting on Facebook, Twitter, MySpace and Diggs, and includes a comment area. “This is a simple way for people to record and share a video on their experiences at various venues, while also allowing sponsor companies to deliver an advertising and branding message to users and to the people they share their videos with,” says Matt Berlange, project manager for nSixty. To e-mail this article, visit www.ddionline.com/magazine. Number 13 at www.ddionline.com/readerservice | August 2010 www.ddionline.com Photo: Courtesy of nSixty LLC erformance Lexus opened a new facility in suburban Cincinnati two years ago with a number of bells and whistles. Two 40-ft. outdoor fountains and a waterfall welcome customers, and its glass, stone and brick façade is more in sync with a hip hotel than a car dealership. Earlier this year, Performance Lexus greenlighted an on-site video kiosk and technology from Cincinnati-based video promotions company nSixty LLC. Originally created in 2007 as a video “postcard” service deploying kiosks at area special events, nSixty has morphed into a marketing outreach solution employing Internet file sharing and social media aimed at reaching new customers and communicating with existing ones via (up to) 60-second videos. Think video blogging meets marketing initiatives. “Anyone can send an e-mail, but this technology offers a number of ways to more personally connect with customers,” says Jeff Rooney, Performance’s Internet director. In a twist on the majority of nSixty installations, which are geared to customers recording video messages to send friends and family, Performance staff members use the kiosk—akin to a private video studio—to make personalized videos that help brand and promote the dealership. With nSixty, Performance can follow up online leads by quickly sending customized video e-mails. The dealership also uses the kiosk to send service reminders or invite customers to special events. Visitors to the showroom also can step up to the Performance Lexus “Fan Cam”—a nearly http://www.standoffsystems.com http://www.standoffsystems.com http://www.ddionline.com/magazine http://www.ddionline.com/readerservice http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - August 2010

Display & Design Ideas - August 2010
From the Editor
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Design Snapshot
Department Store Focus
Contents
Anthropologie
Store Windows Showcase
Right Light
In-Store Technology
Product Spotlight
Advertisers
Calendar
Classifieds
Shopping with Paco

DDi - August 2010