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In an effort to connect with your heart, mind and wallet, big brands work hard to pack every minute of your day with ads and multimedia. One marketing tactic in their toolbox aims to create emotional and long-lasting impressions around events. Stunning graphics, 3D or 4D experiences or interactive installations help create some of the most memorable ones.
These remarkable experiences often involve projection mapping, which has been used in places as high-end as Buckingham Palace and the Sydney Opera House. The concept has been around for more than half a century, but it’s still only used occasionally due to issues surrounding cost and complexity. However, projection mapping can be compelling and unforgettable when it’s done effectively.
Projection mapping is a video projection technique in which video footage is mapped onto a surface, turning common objects – such as buildings, runways, stages and even water – into astonishing displays. These surfaces become a canvas, playing off the surface’s shape and textures to create a delightful experience of light and illusion. In tandem with mapping software, these images can even be made into interactive features. When used in business, projection mapping is often considered a form of experiential marketing.
“Projection mapping immerses consumers into an experience,” said Paul Whitney, executive producer at bluemedia, a media company specializing in experiential activations for some of the world’s largest brands. “Research has shown that millennials, in particular, would rather invest in an experience than a product.” [Related article: Marketing to Millennials: How to Capture Gen Y Consumers]
When projection mapping first kicked off, it was limited to flat walls, but now companies that take advantage of it think far bigger and more creatively. They’re no longer limited to structures or specific materials. “Today, we have more flexibility than ever,” Whitney said. “The technology has grown tenfold. Back in the day, many of the things we did were not possible, but [modern] software allows us to do cool things.”
Consider a fashion show. Instead of using 30 mannequins with 30 outfits, projection mapping could be leveraged to creatively display a variety of outfits on two mannequins. The possibilities are seemingly endless. Businesses can now take on 360-degree dome projection, create immersive theatrical experiences, deliver showstopping concerts with audiovisuals, and produce far more memorable impressions than traditional forms of media allow.