Visitors to the 2013 Chicago Auto Show can now download a daily schedule of show events, get real-time show updates and watch interactive photo and video content on their cell phones. The show has released its first-ever mobile app to connect patrons to what is happening on the show floor.
The app, available on Apple and Android devices, comes in tandem with a redesign of the Chicago Auto Show’s main website. While the app is live, the show is set to open Feb. 9 at McCormick Place. The app also features a picture function that allows users to take and upload photos and compete for prizes.
Jennifer Morand, social media manager for the show, says that goal of this project to is make it easier for visitors to enjoy the show. “We always are looking to provide our fans with the ultimate convenience,” she said. She went on to add: “We want to elevate the digital experience for our consumers.”
The app has been in the works for the past couple years, but it came to fruition on the heels of McCormick Place’s massive Wi-Fi overhaul that happened in preparation of the NATO summit. The show has long wanted to add a mobile app to its digital repertoire, but had trouble accounting for the thousands of visitors to their show.
The show worked with Austin, Texas-based CrowdTorch to build the app. Users can compete in a “best of” photo competition through the show’s Facebook page, with the possibility of winning a digital camera and VIP tickets to next year’s show.
Despite the features of the app, Brandon Mendelson, a Chicago-based social media pundit, said that the app could distract users from what is going on around them. The app could end up presenting redundant information and leave users confused.
“Although it’s true that people are more likely to consume information on their phones, they’re still not making purchase on their phones,” said Mendelson. “They’re going to the desktop; they’re going to the laptop to make those purchases. So, I just worry that it’s another example of a large organization that got the wrong advice; spending a lot of money for the wrong reasons.”
Mendelson, who buys and tests apps regularly, said that the app could end up being helpful, especially if users can get save information on products. In contrast, Mark Bilek, director of communications and technology for the Chicago Auto Show, thinks the app is a move forward for the industry.
“For us to go ahead and do an app, kind of shows that it has really moved mainstream from our perspective,” he said. “And, it’s just one more way that we can help our exhibitors connect with consumers. That app with the vehicles all listed there, with the schedule of events listed there, can help our exhibitors get their message across to our show attendees.”