Next/Now

BACKGROUND

Please describe your company and position.

I am the Marketing & Communications of 360 CHICAGO

Describe what your company does in a single sentence.

360 CHICAGO is the observation deck located on the 94th floor of the former John Hancock Center, offering panoramic views of Chicago's skyline and Lake Michigan, and featuring the thrilling TILT experience and CloudBar.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Next/Now to accomplish?

• Redesign/Modernize the entry queuing experience

SOLUTION

How did you find Next/Now?

Online Search

Why did you select Next/Now over others?

• Close to my geographic location
• Great culture fit
• Company values aligned

How many teammates from Next/Now were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Next/Now was tasked with transforming 360 CHICAGO’s ground-level concourse into an immersive, story-driven experience that complements the excitement of the observation deck. Scope of work included designing and building nine unique zones, each telling the story of 875 N Michigan Ave, Chicago past, present, and future, and offering guests a preview of the awe-inspiring views awaiting them on the 94th floor. Next/Now supported all aspects of the project from idea conception to digital and physical build out. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Enhanced Guest Experience: Positive shifts in guest satisfaction and feedback specific to the concourse and queuing experience, with guests expressing greater appreciation for the ambiance and storytelling.
2. Improved Queue Time Perception: Noticeable improvement in how guests perceive wait times, with feedback indicating increased engagement and immersion throughout their journey in the concourse.
3. Stronger Brand Narrative Alignment: Greater understanding of key brand messages related to 360 CHICAGO.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Their project management was responsive and adaptable, ensuring smooth communication and delivery of each project milestone. They demonstrated a strong commitment to meeting deadlines and were receptive to our needs, accommodating several rounds of feedback with patience and professionalism. Particularly impressive was their understanding and integration of input from multiple stakeholders (across continents and timezones), skillfully balancing diverse perspectives to align with our vision and objectives.

What was your primary form of communication with Next/Now?

• In-Person Meeting
• Virtual Meeting

What did you find most impressive or unique about this company?

Their exceptional teamwork was impressive. They demonstrated true collaboration, not only in how they engaged with our team but also in how they worked cohesively within their own team. Their synergy and dedication made them feel like an extension of our team.

Are there any areas for improvement or something Next/Now could have done differently?

A recommended area for improvement would be establishing clearer roles and responsibilities, particularly regarding ownership of final deliverables when additional partners, like our contractors, are involved. As more collaborators were looped in, there were occasional challenges in defining accountability, which could be addressed by setting up more structured communication and responsibility guidelines at the outset.

BACKGROUND

Introduce your business and what you do there.

The company I work for is called Shiraz Creative. We work mainly in the experiential events space, but we also do brand marketing. I’m the director of digital.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We’ve created a large conference for one of our clients. We brought them in to create an engaging activation space.

SOLUTION

What was the scope of their involvement?

They developed a VR program for us and a game that puts guests through the experience of going through a purchase process with our client. We used Oculus Go, and for programming used Unreal.

What is the team composition?

We worked directly with two people, and they had developers and programmers doing the work.

How did you come to work with NEXT/NOW?

We originally went online and started doing research on companies in that space. They happened to be at an event in Chicago where we were hosting our event. After having a conversation with them, the vibe felt right and it seemed like a good fit. We met them at their offices and were able to collaborate and get work done.

How much have you invested with them?

We spent between $40,000–$60,000.

What is the status of this engagement?

We started with them in December 2018 and it ended in May 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

It was very well-received the event, which was made clear by how many participants were engaged with it. There were 1,300 people at the event, and about 600 people went through the activation over the course of the event. That kind of engagement is fantastic. Now, we’ve been able to pull them in for other projects with the same client, and all of their work is very consistent. For us, it’s been a very good working relationship.

How did NEXT/NOW perform from a project management standpoint?

They use Basecamp, and we were able to work together pretty seamlessly. If we ever needed anything, we could always reach out to someone. The communication aspect was very good. As long as they had enough time and there are no crazy curveballs, there were no issues with deadlines.

What did you find most impressive about them?

In addition to communication, their receptiveness to feedback was a big thing. Whenever we shared feedback with them, they were able to adjust and accommodate what we wanted. They were flexible and communicated well.  

Are there any areas they could improve?

Nothing comes to mind.

BACKGROUND

Introduce your business and what you do there.

I’m the production manager at Match Marketing Group, an experiential marketing agency that produces small and large-scale events for clients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We create experiences and are constantly trying to develop new digital interactives.

SOLUTION

What was the scope of their involvement?

Our team has partnered with NEXT/NOW on several digital experiences for a variety of clients. They’ve worked with AR/VR and created general LED screens. Their team has even built a video game for one of our clients.

What is the team composition?

We’ve worked directly with eight members of their team.

How did you come to work with NEXT/NOW?

We were looking to build a VR video game. After scouring the Internet and looking at work samples, we brought in several different agencies, including NEXT/NOW. We vetted and looked at work examples & capabilities. Eventually, we found a project that would be a good fit for NEXT/NOW. We bid out to three different companies. NEXT/NOW had the most impressive capabilities. Their proposal was also the most favorable. That’s how our first job started with them.

How much have you invested with them?

I believe we’ve spent more than $500,000.

What is the status of this engagement?

Our engagement with NEXT/NOW started in early 2018. We’re currently working on a few projects right now.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

With each project, there are different and specific key metrics that we identify. Overall, we’ve had positive results. From a creativity and functionality standpoint, we’ve been happy with NEXT/NOW’s output. Because of this, we plan on continuing our partnership with them.

How did NEXT/NOW perform from a project management standpoint?

We’re enjoyed working with everyone on their team, especially from a project management standpoint. We’re an agency that has a calendar that changes daily. It’s hard to work on multiple projects at a time because of all of the detail, but the team at NEXT/NOW is a strong partner. They drive the projects, keeping us honest with our deadlines and other things they need from us. Along with that, they provide everything we need promptly, keeping the project moving. Their team is strong and buttoned-up, which is another reason we’ve continued working with them.

What did you find most impressive about them?

For one of our clients, their team worked on a custom driving video game. They created controls to highlight certain tech features of a vehicle, coordinating additional visuals that would interact on the consumer-facing side. Lights would flash, and buzzers would go off. This involved a lot of different technologies being connected.

Their creativity in this aspect was extremely impressive. We had zero feedback from the client, which never happens. All of their choices were accepted. The team at NEXT/NOW has strong capabilities and creative design skills.

Are there any areas they could improve?

We have one area for improvement that we recently found a temporary solution for. Because these are traveling experiences, we need ongoing technical support. The solutions get put up and torn down over and over again as they move to different events and areas. There are bound to be problems with hardware or software.

When those issues come up, it can be at odd hours because of the industry we work in. Their team doesn’t have a large network for tech support. We’re currently using provided documents for troubleshooting everything ourselves, and if we need tech support on hand, we have to put them on retainer. Since they’re a reasonably priced agency, it’s been working out, but most of our tech partners are larger in scale and provide constant support.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing and product management at a hazmat logistics company. We simplify the world of dangerous goods transportation for small and large companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

My company hired NEXT/NOW to develop a proof of concept (POC).

SOLUTION

What was the scope of their involvement?

NEXT/NOW created a POC of how an online 3D experience could enhance dangerous goods training.

What is the team composition?

We worked with 6–10 team members.

How did you come to work with NEXT/NOW?

I found them through a LinkedIn search. We were looking for a progressive VR agency that had outstanding experience and great credentials. They were also local.

What is the status of this engagement?

I initally contacted them in February 2019, and they completed work at the beginning of September. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The quality of the partnership was outstanding. Because this was a POC project, we had a couple of different avenues that we could take. NEXT/NOW was incredibly open and listened to our business objectives before we ultimately decided on the right path to take. What we wanted to create had a lot of complexities, and NEXT/NOW did a nice job learning about our business.

The output of their work was also outstanding. The storyline, interactivity, and quality were as promised. They delivered a POC that we felt good about sharing with our customers.

How did NEXT/NOW perform from a project management standpoint?

I’ve worked with a lot of agencies, and NEXT/NOW was probably the best project manager that I’ve worked with. Their project management was superior, particularly because we had a tight timeline. We needed to create a POC in time for me to present it to some of our most important customers at a symposium at the beginning of September.

NEXT/NOW maintained open, clear communication and really good processes and timelines. They used Basecamp as their sharing portal, which worked out well. There were a lot of things my company would’ve liked to do, but due to timing, we had to make trade-offs. NEXT/NOW asked the right kinds of questions to get us through the project. They led the way toward delivering something very high-quality.

They adhered to the cost we were willing to spend on this. They were very upfront; we didn’t experience any scope creep.

What did you find most impressive about them?

I appreciated their work ethic. We had a very tight timetable since we had to deliver the POC on a specific day, and we were still requesting changes 48–72 hours before going live. At no point did NEXT/NOW say they didn’t have enough time. The final part of the project was over a holiday weekend, and my perception is that their team worked over the weekend to deliver the POC on time. They understood what we wanted to do.

Are there any areas they could improve?

No, not really; they did a nice job.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing at Under Armour’s global headquarters.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXTNOW?

We hired them to develop a couple out-of-the-box interactive experiences.

SOLUTION

What was the scope of their involvement?

Projects focus on AR/VR, Google Cardboard, and 3D face mapping technology. During construction for our Boston flagship store, NEXTNOW created a VR barricade to preview the new location’s look. In a separate project, we’ve recently finished a permanent install with 3D face mapping. We’re now proceeding into the PR execution. For this stage, we add video content and put creative together to submit for industry awards.

What is the team composition?

I interact with Randy (Director of Business Development, NEXTNOW) and Alan (Founder, NEXTNOW) during the initial stages and they assign a main project manager. Our team then partners with a PR resource during later stages. We work with one person at a time throughout the project’s duration.

How did you come to work with NEXTNOW?

One of my professional connections put me in touch with NEXTNOW. The team was a boutique agency, but I knew they could handle larger projects. Although Under Armour didn’t have an immediate need, we kept them in the back our minds and met the team at various conferences. But I got the idea for the Boston project when I encountered a construction site in New York, and wondered what the finished building would look like. Coincidentally, I noticed the barricade on my way to meet Randy and Alan for dinner during a retail industry event. The three of us then ideated the project that would become our VR barricade.

How much have you invested with them?

We’ve spent just under $150,000.

What is the status of this engagement?

We started working together in 2016 and the partnership is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

NEXTNOW delivered the main key performance indicator (KPI) for the VR barricade, which successfully captured customer data as we moved into a new market. The barricade collected users’ email address via login and we used that information to invite them to experience our brand in real life. Overall, we achieved high engagement levels and a substantial amount of clean data for marketing.

How did NEXTNOW perform from a project management standpoint?

They are true visionaries and the best partner ever. Sheila (General Manager, NEXTNOW) is the most organized person I’ve ever met. The team is flexible, but doesn’t let any issue slip by. They call us regularly to communicate status, progress, and possible delays, but never in a pushy manner. Overall, NEXTNOW stays on top of the project and helps us make the best decisions.

What did you find most impressive about them?

As a thought partner, NEXTNOW helps us ideate projects and execute our vison. The team’s strong project management skills always ensure a smooth development process. What’s more, they partner with us at conferences to submit the AR/VR solutions for different awards. Our team aims to share projects with industry peers and help NEXTNOW gain visibility for their work. Likewise, we to continue to celebrate the partnership even after the development’s completion.

Are there any areas they could improve?

NEXTNOW should share results with their other clients to spark creativity for future projects. We would love to leverage the team and I’m extremely comfortable referring them. However, I don’t fully understand their offerings because I don’t see all of their other projects. Although we don’t want daily communication, the team should contact us on a regular basis. As an established company, our team can also help NEXTNOW get business from other companies.

BACKGROUND

Introduce your business and what you do there.

I'm the creative technology manager at a multinational full-service agency.

OPPORTUNITY / CHALLENGE

What was the scope of their involvement?

NEXT/NOW assisted us in developing an AR app, using Unity 3D and Maya. The app demonstrates the safety and parking assistance features of our client's vehicles that can't be tested in real life. It uses SLAM tracking to position holographic elements in real-world spaces as seen through the camera feed on mobile devices.

What is the team composition?

We work with the director of technology, a developer, project manager, UX designer, three 3D artists, and a general manager. 

How did you come to work with NEXT/NOW?

I've known Stuart (Director of Technology, NEXT/NOW) for some time and happened to meet Mark (Marketing, NEXT/NOW) at a local VR/AR meetup we both attend. After going over some ideas with them, it was obvious that their team would be a good fit for the project, because they were enthusiastic and willing to work collaboratively with us on the technology.

What is the status of this engagement?

We've been working with them since February 2018 and are in the process of working on the second phase of the project.

SOLUTION

What evidence can you share that demonstrates the impact of the engagement?

NEXT/NOW's efforts helped us effectively portray our client as a leader in tech within the automotive industry. The technology was very well received at a recent promotional event, giving us a lot of visibility with a major client.

How did NEXT/NOW perform from a project management standpoint?

We've been very pleased with their approach to managing projects and meeting deadlines. Tasks and communications are organized effectively through Basecamp and we hold weekly standup meetings.

What did you find most impressive about them?

Their willingness to collaborate with us a team on the technology sets them apart. We wanted to be very involved from start to finish, and they've been great about looping us in on every step of the way.

Are there any areas they could improve?

No. Since completing the first phase, they've become a lot more familiar with our industry and we've become a lot more familiar with their technology, so the working relationship continues to improve.

BACKGROUND

Introduce your business and what you do there.

I'm the account marketing manager at a sporting goods company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We engaged NEXT/NOW to develop an augmented reality experience to be used as a retail display in our sporting goods stores.

SOLUTION

What was the scope of their involvement?

NEXT/NOW developed an AR app to be used in stores by potential customers that incorporates 3D face-mapping technology, allowing them to take a photo with a famous athlete. They're able to change some of the AR environments as needed on an ongoing basis and are in the process of creating a video for us.

What is the team composition?

We have one main point of contact, but work with a few others on their team as well.

How did you come to work with NEXT/NOW?

They were recommended to me by a fellow employee who had worked with them before.

How much have you invested with them?

The initial R&D and cost of producing the display was a little over $70,000. We're also working with them to produce a video for about $5,000.

What is the status of this engagement?

We've been working with them since June 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've received positive feedback across the board since launching the technology in our stores, registering almost 200 individuals within the first month. 90% of users have rated the experience as being highly positive, so it's performing well overall.

How did NEXT/NOW perform from a project management standpoint?

They're very responsive, efficient, and proactive in their communications. We use an online project management tool to track documents, tasks, and timelines.

What did you find most impressive about them?

Their professionalism and responsiveness is second to none.

Are there any areas they could improve?

Honestly, no. They've been great partners.

BACKGROUND

Introduce your business and what you do there.

I’m the principal at an experiential design and branding firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXTNOW?

We needed help creating an immersive experience for a client.

SOLUTION

What was the scope of their involvement?

NEXTNOW provided design and development coordination, as well as technology specification, for a digital experience. We were hired to create a flagship showroom space for a product line of faucets and other fixtures in Chicago. Our team came up with the idea for an experience that digitally created the sense of water throughout the showroom. They implemented our idea by incorporating digital projection onto multiple surfaces in the space. They created digital graphics that projected onto different surfaces. The graphics reacted to people moving through this space for an interactive experience.

The experience used multiple projectors and its own AV system. They also gave the client the ability to display presentations (e.g., photos, videos, and other digital content) on the surfaces in the space as well. It's a wireless system so the client can update the content remotely.

What is the team composition?

We worked with 3–4 team members.

How did you come to work with NEXTNOW?

I met NEXTNOW at a couple of networking events. We had a few meetings to get to learn about each other. I chose them for the project based partly on them being based in Chicago, but also because of their deep skill set. I liked that they’d done some similar experiences.

How much have you invested with them?

We spent between $200,000–$250,000.

What is the status of this engagement?

We worked together from August 2017–February 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

NEXTNOW took our creative vision to the next level. They were able to actually implement it and bring it to life. As a result, we've gotten positive media attention. A couple of blogs and publications are interested in the project. We've also been invited as panelists at a couple of events to talk about the project and the experience of working together.

We'd been trying to do digital work for a number of years. The project opened the door for us to blend digital into our physical design experiences. For the client, it's given them a showroom that is totally different than any other in the market. It’s positioned them as a forward-thinking leader.

How did NEXTNOW perform from a project management standpoint?

They’re easy to work with and approachable. I was pleased with their communication. We had several in-person meetings to test the prototype. They set up a couple of different scenarios for us to see how the experience would work. They used a project management tool. It wasn't something I typically use, but it worked perfectly fine to manage the project.

What did you find most impressive about them?

They worked well in collaborating with us instead of just taking over the project. They were open to receiving feedback from our team and from the client. They stayed on schedule. They were really excellent with the implementation aspects. They worked onsite for an extensive amount of time, getting everything installed and running tests. They've also been great about checking in now that it is up and running. If there's any kind of issue, they fix it pretty rapidly.

Are there any areas they could improve?

There were a couple of times when the presentation was a bit buggy.

BACKGROUND

Introduce your business and what you do there.

I am a volunteer team member with a project called LUMA8 with the McCormick Place Visitor Center in Chicago.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXTNOW?

We had a video project for the state bicentennial to honor the people of Illinois. The challenge was to project an art installation onto trees.

SOLUTION

What was the scope of their involvement?

They worked very closely with us to spec out the right equipment, find the right trees for the project, and solidify the most appropriate video mapping to make the installation successful. We created a sound component to accompany the projections, and they found a way to sync it up. There was a lot of trial and error involved, and our initial ideas changed as we discovered what would and wouldn’t work.

What is the team composition?

We had one point of contact who managed the whole team on their side. There was another contact for billing and contracts, but most of our interaction was with the project manager.

How did you come to work with NEXTNOW?

Someone in my organization met with them on another project in Chicago. Based on their recommendation, we reached out to them for this project. We needed someone who could think outside the box, and they were available to meet right away when we called them. Their relatively instantaneous availability sealed the deal.

What is the status of this engagement?

The installation was up and running by July 2018, and we worked on it together for several months prior to that. It will stay up until February 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Since it’s an art installation, all of our metrics come from public opinion. The project is very well received, and we’re very pleased with the results.

How did NEXTNOW perform from a project management standpoint?

Most of our communication was through email, phone, and text. They were always available for meetings with all the different entities involved, and would jump in and lead whenever the situation called for it. When the rest of us were confused as to what to do next, they often made suggestions that moved the project forward.

What did you find most impressive about them?

Since this was a public project, the budget was very tight. They were able to work with our constraints, and coordinated with their partners to arrange some great deals we might not have gotten without their help. They understood the nature of the project and utilized their resources to get us the results we needed.

Even at times that we were frustrated by the project, they never lost enthusiasm. They were always willing to step in with a new idea, and they provided invaluable help. It was great to have a cheerleader throughout the entire process.

Are there any areas they could improve?

Communication at the beginning was a little vague. I asked them to outline their plan more clearly so the entire group could be on the same page. Once we had that conversation, the rest of the project went really well.

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of a marketing agency that specializes in consumer engagement. We put together marketing-based experiential events, guest management strategies, and hospitality plans for our clients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXTNOW?

One of our clients has partnerships with three NFL teams. We wanted to implement a digital promotional campaign for each team with a centralized consumer engagement strategy. Ultimately, we hope to elevate and strengthen the partnerships for our client.

SOLUTION

What was the scope of their involvement?

NEXTNOW helped us create a promotional campaign to help our client promote their partnerships with three NFL teams. The full project includes both digital and on-site interactive experiences.

First, their team assisted us in creating digital face paint kiosks for fans. NEXTNOW developed software with four built-in filters for users to apply to their selfies. Fans receive the edited photo through a registered email address; then they’re free to post it on their own social media feeds.

Second, NEXTNOW created another system that allows fans to create gifs to celebrate touchdowns scored by their team. It’s a simple data-capturing system that requires minimal registration information from users (first name, last name, email address).

Third, they set up an LED wall at each team property that aggregates posts with specific hashtags into a rotating social media feed. It shows a variety of fan content, including photos and visuals from the broader campaign and comments from individual feeds.

Finally, they created microsites for each partner team that encourage users to interact with the on-site displays and experiences. Fan interaction added funds, which our client would donate to a local charity on the individual's behalf.

NEXTNOW has completed and implemented the full campaign, but they’re staying with us to support and moderate our efforts.

What is the team composition?

We worked with several people from NEXTNOW. Two team members handle our day-today-day needs. There’s an additional resource to help us conceptualize the project agreements. We speak with a different specialist for the microsites. Those core people communicate with a larger background team.

How did you come to work with NEXTNOW?

In our initial interaction, they were very eager to get started on the project. From our first impression, it seemed that we’d be able to effectively collaborate with their team. They offered up unique ideas tailored to the type of project we’d described. Based on that, we decided to partner with them.

How much have you invested with them?

We’ve spent around $500,000.

What is the status of this engagement?

We started the project in April 2018. We’ve completed the bulk of the work, but NEXTNOW will continue to support us through the duration of the 2018–2019 NFL season.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We analyze our success based on consumer reactions. I don’t have any hard numbers, but football fans are attracted to the campaign. It’s incredibly interactive, and each experience is very easy to use. NEXTNOW did exactly what we asked them to do. During this project, our client got a feel for engagement-based marketing. It’s set a good foundation for future interactive campaigns with them.

How did NEXTNOW perform from a project management standpoint?

Overall, they’re great. We were delayed a bit in the beginning because we had to wait for our client’s approval, so the deadlines for the rest of the engagement were pretty tight. NEXTNOW did a great job of keeping us on track to finish on time.

We shared project information through Google Docs and Sheets so that everyone could see and comment on them. We also scheduled weekly calls to track our progress. NEXTNOW was very honest about their work, communicating with us at each step of the project. They were very reliable.

What did you find most impressive about them?

Their biggest strength is their staff. We treated them as part of our internal team, openly collaborating to find the best approach to the project. Every person is proactive, which blended nicely with our own work ethic.

Are there any areas they could improve?

Nothing really comes to mind. We had some trouble getting into a rhythm at the start of the project, but once we established a standard for tracking and prioritizing it was a smooth relationship.

Any advice for potential customers?

In the beginning, clients should make sure everyone is on the same page in terms of expectations and processes. Then, provide NEXTNOW with specific ideas and listen to their input.