How Arrow boosted brand engagement at CES 2019
Fortune 500 company Arrow used Ultrahaptics’ solutions to bring their brand story to life at CES 2019. They combined hand tracking with mid-air haptics to create an interactive brand experience in the form of a digital installation.
Arrow works with the world’s leading technology manufacturers. The installation showcased their Create, Make, Manage Technology theme in a fresh, memorable way that significantly boosted brand engagement.
The Create, Make, Manage interactive brand experience developed by Ultrahaptics brought our vision for CES to life. Their innovative haptic technology pulled visitors in, created engagement with the Arrow brand and helped to position Arrow as a company at the forefront of innovation.
-Kathleen Timbol, Product Marketing Manager, Arrow
Arrow is a global provider of electronics products, services and solutions to industrial and commercial markets. The company aggregates electronic components and enterprise computing solutions. It maintains a network of more than 350 locations serving over 80 countries.
The yearly CES show in Las Vegas is the global stage introducing next-generation innovations to the marketplace. Eureka Park is the area of the show that hosts 1200 start-ups from every corner of the globe.
For CES 2019, Arrow’s plan was to be at the heart of Eureka Park. The stand would showcase how Arrow’s engineers, design tools, marketing, distribution services and supply chain expertise support entrepreneurs.
Arrow supports entrepreneurs at every stage of the product lifecycle. Their theme for CES 2019 was Create, Make, Manage Technology. The ambition was to create a digital installation that would showcase this in an engaging, fresh and memorable way.
Arrow CES 2019 stand design concept
THE HAPTIC TECHNOLOGY SOLUTION
Ultrahaptics’ technology controls ultrasound waves to create tactile sensations in mid-air. No controllers or wearables are needed: ultrasonic speakers project tactile effects directly onto a user’s hands.
Digital out-of-home (DOOH) campaigns typically mount the STRATOS Inspire haptic module in front of a screen. The module includes both a Leap Motion® hand tracking device and ultrasonic speakers.
The haptic module creates a three-dimensional tactile interaction zone in mid-air in front of the screen. Customers can interact with content using 3D gestures. As they do so, they experience corresponding tactile sensations on their hands.
Arrow commissioned Ultrahaptics to develop a complete interactive experience for CES 2019. This included the development of haptic sensations, gameplay, CGI visuals and accompanying audio.
THE ARROW DOOH BRAND EXPERIENCE
Ultrahaptics developed and delivered three gamified experiences – one each for Create, Make and Manage.
Create | Get your design started with Arrow: Assemble a custom-built robot by moving your hand to guide the yellow construction bot. Narration explains how Arrow’s services support entrepreneurs through the prototyping process.
Duration: 1m 47 sec | Haptic sensations: 4
Make | Get your product to market: Move your hand to fly the drone around the world. Deliver a component to PCB manufacturer, PCB to product, product to distribution centre. Just watch out for the turbulent weather conditions! Features procedurally generated content so every game is different.
Duration: 1m 49 sec | Haptic sensations: 4
Manage | Responsibly dispose of your IT assets: Fling old IT assets into the Arrow trucks for responsible and secure disposal. 3D ‘Angry Birds’ style concept with physics-based trajectories.
Duration: 1m 45 sec | Haptic sensations: 2
You can see how busy it is… it just draws people in. People want to participate because it’s a new technology. They’ve never seen haptics before and because it’s so fun and inviting it brings more people in.
– Liz Jones, Marketing Coordinator, Arrow, speaking at CES 2019
Over the four days of CES 2019 there were around 25,000 engagements with the four DOOH screens (two showing the Create experience, one showing Make and one showing Manage).
Quividi anonymous audience tracking software gathered analytics. This showed that over 50% of passers-by glanced at or dwelled with the content. Average attention time for the interactive experience with haptics was more than 80% higher than the Quividi benchmark figure for non-interactive DOOH.
The installation contributed to a very successful CES for Arrow, with a significant increase in Arrow’s media coverage and social media exposure.
Arrow is now looking to leverage the interactive haptic DOOH experience at other events and locations.