Posted June 29, 2011
Brunner Launches BHiveLab
Pittsburgh, PA - June 01, 2011 - Independent, full-service
advertising agency, Brunner (www.brunnerworks.com), today announced
the launch of BHiveLab, a think tank collaboration of brands,
digital strategists, creative, and technology experts dedicated to
producing marketing solutions to engage consumers on-the-go.
"Brunner has been pushing the digital limits for more than 15
years and now has an initiative that allows us to focus on all
innovation, all of the time," said Rick Gardinier, Chief Digital
Officer of Brunner. "From augmented reality and co-viewing to
cloud-based technology and Near Field Communication, BHiveLab
explores how brands can harness emerging technologies to engage
consumers and provide innovative business solutions."
A key area of focus for the BHiveLab team right now is
"gamification," which involves using game dynamics and persuasive
technology to change consumer behavior. "Game dynamics are all
around us," said Gardinier. "You can see it in everything from
reality television shows, such as Biggest Loser, to apps that
provide utility like the one from Weight Watchers, to social games
like Foursquare."
One of BHiveLab's first forays into gamification has been the
development of Tailgate Champ. The app is the first social-mobile
app aimed at people who tailgate at college and professional
football games. Users can register their tailgates, compete in
challenges, and score points. "Nearly every aspect of our culture
is being gamified," said Shaun Quigley, who heads up the lab.
"Location-based apps like Gowalla and Foodspotting apply similar
mechanics. We wanted to create something specific for tailgaters to
take advantage of the local, social, and camera features of their
smartphones."
BHiveLab also tackles business challenges in a competitive
environment. Monthly Swarms, or timed innovation competitions, pit
teams against each other to develop the most inventive, dynamic
solution around a consumer trend, category challenge or emerging
technology. Recent Swarms have addressed topics including how to
use technology to make life easier for CMOs.
"There is a need to help marketers understand how technology can
work for them to drive better business results," said Gardinier.
"BHiveLab does this and more."
For more information on BHiveLab or to be part of an upcoming
Swarm, visit http://www.bhivelab.com/.
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About Brunner
Brunner is a $220 million independent advertising agency with
more than 220 employees in offices in Pittsburgh, Atlanta, and
Washington, D.C. The agency provides a broad range of services,
including brand strategy, research and planning, advertising,
digital, one-to-one, public relations, social media, mobile
marketing, and shopper marketing, to clients such as Bob Evans
Restaurants and Food Products, the Cub Cadet brand of outdoor power
equipment, CONSOL Energy, Eaton Vehicle Group, multiple
GlaxoSmithKline brands, GNC, Heinz, Huffy, Knouse Foods, Philips
Healthcare, and PPG Industries. In addition to being ranked among
the Top 75 U.S. ad agencies, Brunner is also recognized as one
of the top digital marketing firms in the country.