GMC Uses Facial Recognition

Posterscope USA, a DOOH company, recently partnered with Quividi, Eye Corp Media and Engage M1 to launch a campaign for the GMC Acadia car, which used facial recognition technology to target audiences. The company deployed eight digital screens for eight weeks in Santa Monica Place Mall in Santa Monica, California.

The displays used facial recognition technology to detect details about shoppers, such as their age, gender, facial expression and the audience around them, to deliver more engaging advertising. The screens would offer content, such as videos, and interactive games, like staring contests.

“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” Jeff Tan, head of strategy at Posterscope USA said in the release. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”

The campaign was designed to preserve user privacy since no personal data is saved, according to the release.

“Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” Ke-Quang Nguyen-Phuc, CEO of Quividi said in the release. “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOH project to date.”