Commercial Integrator November 2022 - 14

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PERFECTING YOUR CRAFT
Transforming Malls into Destinations
If large-scale retail operations embrace the power and capabilities of digital signage, malls won't be
consigned to the dustbin of history. By Alesia Hendley
EARLIER THIS YEAR, American Dream,
the New Jersey-located retail and entertainment
complex, was taken over by
Jimmy Donaldson (aka MrBeast). If you
don't know who MrBeast is, then you
might not be into YouTube or content
creation in general. MrBeast is the biggest
name on YouTube, and he has been for a
while now. In fact, he is one of only two
YouTube personalities to surpass 100
million subscribers on a single channel.
He chose to celebrate in a major way -
namely, by hosting a million-dollar game
of hide-and-seek.
Here's how the event at the American
Dream unfolded back in July: MrBeast gathered
100 of his subscribers and handed
them a briefcase filled with $10,000. All the
participants had access to the entire American
Dream complex. The goal was not to
be found within 10 hours. If you were found
by MrBeast and his team, you would have
to give the $10,000 back. If you weren't
found, you got to keep it! The event ran
overnight; come the next morning, 23
winners emerged!
Then, in early September, MrBeast
When you own digital signage, you have to own the experience. It isn't just ad
space! Much more importantly, it's technological infrastructure to draw people
into the space, perhaps even for an event.
dropped a video of the event on YouTube.
The following day was the grand opening
of his first brick-and-mortar restaurant,
MrBeast Burger, at American Dream. He
announced that he would work the counter
on that first day. When he did, about
20,000 people came to greet him.
Transform your Shopping Center Experience
with Modern Digital Signage Mounting Solutions
Recently, digital signage has realized explosive growth. Public areas like
airports, hospitality venues and restaurants have all shifted from static signs
and billboards to vibrant digital video showcases. In malls, the classic " You
are Here " maps have transitioned to interactive touchscreens with up-to-date
information and wayfinding. Printed signs have evolved into dynamic electronic
displays that can be remotely updated with new, relevant information. The old
" Welcome " banner is now a super-large LED screen. The kiosk is now a place
to gather information, rather than to withdraw $20 bills. Shopping malls can
adopt these technologies to reverse the online-shopping trend and once again
make the in-person retail experience the most engaging and rewarding one!
Mount-It! PRO offers modern, affordable display-mounting solutions that
can help our partners transform retail storefronts into custom digital signage
experiences.
14
Commercial Integrator NOVEMBER 2022
Where Our Industry Fits In
How does this super-cool story connect to
commercial AV and those of us who work
within it? Simple! MrBeast utilized the full
power of the American Dream, including its
integrated technology solutions, to create
this once-in-a-lifetime experience.
During the million-dollar game of hideand-seek,
American Dream's digital signage
network, including LED displays and
interactive LCD kiosks, played a central role.
A countdown clock, which showed the time
left in the competition, was shown on virtually
all of the interior LED displays, which
were manufactured by SNA Displays. About
100 kiosks displayed MrBeast-themed maps
to help contestants find their way around
the three-million-square-foot mall.
Of course, we've seen digital signage
solutions adopted by individual retail stores,
in many cases to highly successful effect. But
few malls have successfully leveraged the
commanding influence of digital signage
across their environment. When you own
the signage, you have to own the experience.
This isn't just ad space! Far more
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Commercial Integrator November 2022

Table of Contents for the Digital Edition of Commercial Integrator November 2022