Gear Seven Launches ChARM Technology at Brandweek

Gear Seven has added to its fleet of state-of-the-art production technology with ChARM, a unique robotic tool designed to uplift brand activations and experiential marketing. Launched this week at Brandweek in Phoenix, Arizona, the technology promises to give guests the red carpet experience of their dreams. 

Acting as the welcome sponsor at Brandweek at the Arizona Grand Resort and Spa on the 22nd September, ChARM positioned itself at the epicentre of all things brand-focused. Surrounded by attendees with a desire to understand how to better drive emotion and engagement for brands and stand out in the market, Brandweek was the perfect event to debut ChARM to the world. 

After breaking the ice with a creative activation at the Welcome event, ChARM rebranded to shoot traditional Glambot photos for Brandweek's ‘Brand Genius’ awards gala and red carpet event. Following this, it activated for the third time at the after party to bring the event to a close - showing the technology’s versatility, adaptability and efficiency.  

In practice, the 22’ wingspan robot captures a high-definition close-up of guests as they enter an event or activation. Encouraging sharing across social media platforms, ChARM helps to generate hype and positive sentiment for brands.

Going one step further, ChARM captures participant information and pixels guests, to ensure brands and agencies are equipped with the data they need to re-target engaged users for consistent, relevant marketing campaigns. 

ChARM can be customised in a number of ways, from the movement of the robot, to the overlays, bumpers and music tracks. The physical robot itself can be branded with different logos, wraps and an entirely branded footprint, to enhance brand awareness and ensure ChARM is recognisable as an extension of a brand when it is in use. 

Jenny Rooney, chief brand and community officer, Adweek commented, “ChARM brought incredible dynamic dimension to our video capture at Brandweek, creating must-have, exciting videos that people had to have. In fact, the ChARM camera took centre stage at our red carpet pre-gala party, and at the after party, it was the hottest activation of the evening.”