3D Projection Mapping and Its Impact on Media

3D projection mapping is a relatively new concept that has been used by some of the world’s leading companies including EE, Ralph Lauren, Bentley and Nokia. The idea is that stunning 3D imagery and videos are projected onto buildings and other objects around the world, creating an amazing experience for live viewers. These projections are then captured and shared online by viewers and have the potential to go viral within seconds. In this article we will discuss the benefits of 3D projection mapping in marketing campaigns and how it has taken the advertising world by storm.

3D projection mapping can transform a physical object into something else entirely.

3D projection mapping can transform a physical object into something else entirely.

What is 3D projection mapping?

3D projection mapping can be used to animate stationary objects like buildings with the use of 3D video, sound effects and music. It requires excellent camera work, fantastic editing and the perfect sound track. Using specialist software producers can map their video onto a virtual program that is designed to mimic the real environment that the video will be projected onto. This ensures the computer knows exactly where to project the information. Almost any surface can be used to display these videos, whether they are inside or outside.

Many digital media companies are now using 3D projection mapping for their clients’ marketing campaigns, breaking away from traditional advertising. They offer consumers something new and exciting and are thought to be better absorbed than some traditional advertising methods.

Grab the attention of passers-by

Over the years it is fair to say that some of us have become numb to traditional advertising methods. This has challenged the media and led them to discover alternative methods to capture our attention. 3D projection mapping is a novelty idea that is still relatively new and therefore extremely effective at grabbing the attention of passers-by.  It can quickly transform their physical surroundings into something completely different, taking them on a journey that they would never have expected to go on, leaving their front door that morning.

One of the main benefits of 3D projection mapping for the media is the lasting impression it has on live viewers. People that have witnessed and enjoyed a 3D projection mapping campaign will then go on to tell their friends, family and peers, helping to spread the world about a particular company or product. Unlike traditional methods of advertising, such as newspaper adverts, you will not spend a lot of money on it only for it to disappear and be forgotten the next day. 3D projection mapping has the potential to go viral within seconds and be circulated around the internet for years.

Going viral

Although watching a 3D projection video live will offer the ultimate experience, these videos will also be viewed online by millions of people from all over the world. Those experiencing the live event are likely to capture it on their video cameras and smart phones and then go onto upload them to websites like YouTube and Vimeo. Once they have done this they can share them on social media websites like Facebook and Twitter, enabling the content to go viral at just a click of a button.

The fact that 3D projection mapping has the share-ability factor means that media companies can reach millions of people with just one remarkable campaign.

Interactive campaigns

Media companies looking to take their 3D projection mapping campaigns a step further are now beginning to introduce interactive video projections. These cleverly designed instalments use Infra-red and other sensors to add dimensions that enable users to interact with the material. Audience participation is not a new thing in terms of marketing, but it is something that has the potential to be epic when teamed with 3D projection mapping.

Live viewers video the instalment and upload it to social media websites where it has the potential to go viral.

Live viewers video the instalment and upload it to social media websites where it has the potential to go viral.

Conclusion

It is still yet to be decided whether 3D projection mapping is the latest craze or whether it is something that will stand the test of time in terms of advertising and marketing. Either way, it is certainly another evolution of the media and something which brands should consider incorporating into their marketing campaigns.

 

Image credits: SMAL 2013 & SMAL 2013

  • Mapping software

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