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Mirrus is a technology firm founded in 2006 by Brian Reid. Mirrus developed the first digital advertising mirror that is controlled remotely and has the ability to record and report the exact number and duration of consumer engagements in real time.
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History
In 2006 Reid founded LuxuryTec LLC to create unique brand assets for Fortune 500 companies. LuxuryTec focused on creating new ways to reach consumers by engaging them through various media including Fabric HD and mirror technology. With the release and emergence of the proprietary mirror technology, LuxuryTec LLC began doing business under the name Mirrus.
Fabric HD
LuxuryTec began the Fabric HD business by manufacturing custom life jackets and boat fender covers for Chris Craft. The company then began working with entertainment venues and event production companies to integrate this new fabric technology and enhance the fan experience.
The company continued to introduce multiple Fabric HD products, one of the most notable being SeatTux, a custom fitting fabric seat cover. This product enabled brands to communicate to the fans in attendance while simultaneously reaching the television audience when empty seats are shown during a typical broadcast.
In 2007, LuxuryTec reached out to Repucom, a leader in the sports research and asset analysis industry, to determine the true effectiveness of this advertising medium. Through multifaceted analysis, it was determined this was one of the most effective and highest reaching advertising vehicles that had been measured. The analysis also showed that there were two places a person was guaranteed to visit when attending a sporting event: their seat and the restroom.
The Mirror Technology
Televisions displayed behind two-way mirror glass had been available for roughly 15 years but had been isolated to the hospitality and residential markets. Mirrus had the vision of creating a mirror technology that would be utilized in high consumer traffic areas for the purposes of advertising. The company developed a mirror technology in which video ads can be scheduled and sent via the Internet to a specific mirror anywhere in the world. The Mirror Technology displays high definition video ads until a consumer approaches or engages the unit. Once engaged, the video or ad playing in the unit migrates and continues to play in the corner of the unit while the remainder screen instantly becomes a fully functioning mirror. As the consumer walks away from the mirror the video advertisement reverts to full size, until approached by the next consumer.
By integrating a motion sensor to detect consumer engagement, the mirror technology can utilize this function to record and report the length of time a consumer engaged with a mirror, the location of that mirror, how long the consumer was engaged, and what video ad or ads were playing during their engagement. Providing brands and advertisers with a detailed report of consumer engagement would allow Reid to provide them with a true return on their investment. A study conducted by Millward Brown proved the effectiveness of the mirror technology in reaching consumers.
Partnerships
Today, Mirrus continues to create and deliver consumer engagement opportunities for companies, sports venues, airports and retailers.
Sports Arenas and Stadiums
Mirrus partnered with ISP Sports in August 2010 to install the mirror technology in the bathrooms of numerous college football stadiums including: Virginia Tech’s Lane Stadium, Georgia Tech’s Bobby Dodd Stadium and East Carolina’s Dowdy-Ficklen stadium.
Mirrus installed mirrors equipped with Mirror Image technology in the American Airlines Center in Dallas.
Chicago O'Hare International Airport
The company partnered with Clear Channel Airports and installed 150 mirrors in Chicago’s O’Hare International Airport in October 2010.
Beauty and Retail Venues
Mirrus' technology was on display at Sephora's Sensorium event in New York in October 2011. The company introduced a new consumer driven beauty mirror and used digital advertising mirrors as displays during the week long event.
Paul Mitchell Schools in Texas, Chicago, and Charlotte installed Mirrus mirrors in 2011.