News & Press | Genius Lunches

Vivian Rosenthal: GPS Enabled Augmented Reality

Vivian Rosenthal, co-Founder of Tronic and Founder / CEO of Goldrun, tells us about her communications company that works at the intersection of the digital and physical worlds.

About Genius Lunch

Fahrenheit 212 invites thought leaders across disciplines in for an informal lecture series called Genius Lunch. Check back here regularly for updates on recent Genius Lunches.

Vivian Rosenthal, co-Founder of Tronic and Founder / CEO of Goldrun gave us a whole new dose of reality. Tronic is a communications company that works at the intersection of the digital and physical worlds. Goldrun is Vivian’s new business around virtual rewards earned through an augmented reality experience. We were fortunate enough to learn a bit about both companies that are truly pushing the boundaries of communication and commerce.

Firstly, Vivian demonstrated the power of bringing together branded content, interactive platforms and environmental design, by showing us the work Tronic did for clients such as Target and AT&T.

At one point she realized that beautiful blending of high quality video, internet and GPS in today’s smartphones opened up a whole new world of retail opportunities: Virtual Commerce. Vivian jumped on this opportunity and Goldrun was born. For their first major project they transported Airwalk’s online store to the offline world, creating virtual pop-up store only viewable through a phone in select locations. Not simply a flash sale, this virtual experience resulted in the biggest shopping weekend the Airwalk online store had ever seen.

GoldRun’s technology doesn’t simply extend a store’s footprint, it opens up fascinating guerilla marketing opportunities at events or even in competitors’ stores – even bringing to mind interesting legal questions as to who owns these virtual real estates. It is clear GoldRun and the virtual commerce platform will continue to transform the retail experience.

For more information, please visit GoldRun and Tronic Studio.