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Imagination creates touchscreen table display for Lincoln autos

London — Global brand communications agency Imagination has created a multiuser touch table experience for automotive client Lincoln that engages people by presenting benefits and features in an original and interactive format, Imagination announced recently.

The Lincoln touch table was produced for the North American Auto Show 2010 season to highlight common technologies across all Lincoln cars, putting the user in control of their learning and discovery in a manner that matches the Lincoln brand promise. The 4-meter long multitouch enabled table was designed to embody the technical innovation of the Lincoln brand, according to a release from Imagination.

Dubbed the “Lincoln Technology Table” during the show, the multitouch environment used Microsoft Sync technology to demonstrate how Lincoln vehicles support and interact with drivers and passengers. The touch table employs the latest surface-interaction technology with flexible, bespoke software.

Users access the table content through a physical card, the Lincoln Technology Access Pass, which makes use of augmented reality to simulate the push button engine start and allow the download of music, video and access to additional content and daily prize giveaways.

Imagination’s inventive technical solution was designed to reflect the essence of the Lincoln brand and inspire visitors through an intuitive, interactive experience.

“Imagination helped us achieve the just the right tone and device for delivering a set of ‘on-brand’ key messages for Lincoln,” said David Tillapaugh, global auto show operations, Ford Motor Company.

The Lincoln touch table was designed using what Imagination is calling the industry’s first multitouch LCD array system, created by Imagination and Finnish technology provider MultiTouch Ltd. Without any reliance on Flash, the visually-engaging programme is written in C++ and OpenGL and was developed using Agile project methodology.

“The Lincoln touch table is the first of its kind,” said Damian Ferrar, head of digital at Imagination. “Many organizations communicate to customers on their own terms rather than allowing the consumer to be in control. Consumers don’t want to be marketed at – but want to participate, explore and understand. The Lincoln touch table is an intriguing and interesting way to explain the brand and products to a modern audience.”