PUBLICATION CENTER

Enter LuxuryTec, a company focused on creating unique brand sales presentations that has created a backlit advertising product for restroom mirrors. The hook in these mirrors is a sensor that changes each mirror in a restroom from a mirror image of the patron to a colorful backlit brand advertisement.

When someone moves within range of the sensor, which can be adjusted to change between one and five feet, it becomes a mirror. When they move away and outside the sensor’s range, the mirror changes back to a backlit ad or promotion.

What follows is exactly the type of brand adoption LuxuryTec and its clients, typically venues like sports arenas, are after: the viewer becomes an active and interactive participant in the brand itself. Once confronted with the magic mirror, it becomes very difficult to ignore and demands another look. Click here to see a promotional video dramatizing the effect the mirrors have on a sports fan visiting the restroom with the LuxuryTec mirrors installed.

“We know that people are guaranteed to do two things at a sporting event:  go to their seat and visit the restroom. By providing our partners, the venue, with venue-specific impression numbers, we are assisting them with the sale to their sponsors. This new advertising medium has provided venues with a product they can offer to their sponsors that is sure to reach every attendee in the venue,” explains Brian Reid, founder and president of LuxuryTec. “This allows sponsors and brands to match up their specific product with the attendees at the events. Most large or global consumer brands all have products that are strategically marketed to reach different customers, so if Monday night is a basketball home game, Coke will showcase Diet Coke and Sprite, for instance. Then if Tuesday night is Disney on Ice they’ll run Vitamin Water, Monster Energy drink on Wednesday night for UFC, and so forth.”

Reid adds that combining demographic metrics with data that shows event patrons visit the restroom an average of 1.56 times per two and half hours provides the venue and its sponsors with a compelling reason to take advantage of the space, especially when the space engages the senses interactively.

“Industry-leading brands are not necessarily spending less money, but they are taking a more laser focused approach to who they want to reach with their spending,” says Reid. “We’ve engineered the mirror in such a way that the images can be changed easily and frequently, based on the event and the demographics of that event. It’s a pretty simple business model. We take out the old mirrors, install our modular mirrors, and provide the venue with a digital template to pass on to their sponsors for the creative. They put the art into the template, push it back to us, and we print it and ship it to the facility within 48 hours. They then take the face of the mirror off, and insert the new backlit substrate.”

The proprietary mirror systems utilize acrylic instead of glass for the mirror itself, a thin lighting system to backlight the material, and LexJet 7 Mil Absolute Backlit for the print media. The units are typically leased to the facility or venue for three years.

“As part of our presentation we try and highlight how memorable the mirror product is versus other advertising platforms currently utilized by large brands today. We might ask people who their favorite baseball team is, and working from left to right field, to name the sponsors currently represented on the outfield walls. They can usually come up with two or three, and in most ballparks there is a minimum of ten. Sponsors pay hundreds of thousands of dollars each to be on those walls,” says Reid. “But, if you see an interactive image on a mirror, could you tell me who was on the mirror a month from now?”