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January 03, 2008

Reactrix and Samsung to Launch WAVEscape Advertising Platform at CES

By Shamila Janakiraman, TMCnet Contributing Editor

Reactrix Systems, Inc. has announced that it joined hands with Samsung (News - Alert) to launch an interactive large format advertising platform named WAVEscape. The two companies propose to showcase the features of WAVEscape in Samsung’s booth at the Consumer Electronics Show (CES (News - Alert)) to be held in Las Vegas between the 7th and 10th of January.

The new advertising technology which would give customers a unique ‘hands-on’ experience is a combination of Samsung’s LCD digital signage display technology and Reactrix’s immersive interactive technology. This gives an advertising experience which that impresses consumers, techies and advertisers alike.

Reactrix, a digital out-of-home media company, has evolved from traditional methods of advertising (which do not hold consumer interest for long) to the interactive signage technology.

The combined offering from Samsung and Reactrix is available on Samsung’s large-format-display 570DX products which have configurable levels of interactivity programmed to increase as a consumer nears the display.

Triggered from a distance of 15 feet, the WAVEscape digitally formatted advertisement is capable of responding to consumer movements like gestures enabling different levels of interaction depending on the distance between the display and the person. Brand messaging and unaided recall is expected to become more effective with this method compared to conventional advertising methods.
Scott Birnbaum, vice president, Samsung LCD Business commented, “By integrating our leading-edge LCD technology for the digital signage market with Reactrix’ unique, consumer-controlled interactive media, we are elevating out-of-home advertising to a completely new level of effectiveness.”

“With the launch of our proprietary WAVEscape technology, we are creating an entirely new way of engaging consumers with targeted messaging. Bottom line, WAVEscape will help innovative companies command a greater affinity for their brands by leaving a vivid lasting impression in the mind of anyone who experiences the WAVEscape technology,” also said Mike Ribero, CEO, Reactrix Systems Inc.
Hilton Hotels and Resorts propose to use this technology to give its guests a way to interact with the services and other hotel offerings. The hotel would use this flat panel technology at some hub hotels enhancing its service to customers. Reactrix and Samsung have planned to start installing the WAVEscape system by spring 2008 in Hilton Hotels.
The introduction of WAVEscape system with Samsung at CES enables Reactrix to expand its global network of providing out-of-home displays. Using the ‘unplug and play’ network installed in-store and in-venue at malls and movie theatres powered by cellular broadband, Reactrix aims to expand its network.
California based Reactrix caters to companies like Coca-Cola, eBay, Sprint (News - Alert), Hilton, Visa, Universal Studios, CBS besides others.

Shamila Janakiraman is a contributing editor for TMCnet. To see more of her articles, please visit her columnist page.

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