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At Econsultancy’s Future of Digital Marketing event last week, a term popped up that I’ve had some interest in recently: projection mapping. 

It was mentioned only once, by those clever chaps at Layar, but I feel it deserves a little bit of expansion. 

The official term is actually 3D projection mapping, which is a complex system of creating “three-dimensional points to two-dimensional plane” or, more simply, the projection is created in such a way, that 3D illusion is created, rather than a static, flat display. 

Here’s a small-scale example of how it works, courtesy of New Balance: 

 

The technique has been around for a while, but will more likely be known to offline markers, than those is digital. I personally think that this needs to change.

As was highlighted at FODM: “It is not about digital vs. traditional. They will all become the same thing.

Digital marketing and advertising isn’t just restricted to the internet – digital, in essence, is technology driven - and projection mapping is no exception, given that it goes far beyond simply casting light onto a flat surface. It’s a complex, software-driven process that marries together engaging advertising with cutting-edge technology, something I’ve previously covered off previously

However, to fully appreciate the capabilities of this particular technique, it needs to be seen.

Here, I’ve selected some of my favourite examples of 3D-PM in action. I recognise that it doesn’t have various elements usually found within strictly digital channels, such as direct measurement, but I see it to be a great branding opportunity – and one far more entertaining than a fixed billboard, likely resulting in a much higher brand recall and adding viral elements to any campaign. 

Equally, finding a direct correlation between this type of advertising and reaching a marketing objective is difficult, but something that is slowly becoming clearer. For now though, enjoy these huge, captivating displays by well-known brands. 

Hyundai

 

Red Bull 

 

Adidas

 

Ralph Lauren 

 

Johnnie Walker

 

SKY Living  

 

Hot Wheels 

 

Bombay Sapphire 

 

BMW

 

Samsung

 

Disney / HP 

 

Toyota

 

Activision

 

Fanta

 

Carlsberg

 

H&M 

Jake Hird

Published 21 June, 2011 by Jake Hird

Jake Hird is Econsultancy Australia's Director of Research and Education. Follow him on Twitter and Google+, connect with him on LinkedIn or see what he's keeping an eye on via diigo

126 more posts from this author

Comments (10)

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Dave Corlett

Number 17 - Castrol at the 2010 FIFA World Cup: http://www.vimeo.com/17438493

over 5 years ago

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Mike

These branding ideas are insane! So cool!

over 5 years ago

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John Roberts, Marketing Director at Oil and Gas Job Search

Is there a company that specializes in organising this type of thing in the UK?

over 5 years ago

Peter Bordes

Peter Bordes, CEO & Founder at oneQube

great to see such incredible brand creativity & borderline art!

over 5 years ago

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Caroline Bell

Just incredibly cool and clever effects. I can feel several coffee breaks are going to be occupied this week.

Thanks for sharing them.

over 5 years ago

Jake Hird

Jake Hird, Director of Research and Education at Econsultancy

@John Roberts - Yes, try Seeper.com or projectionadvertising.co.uk

over 5 years ago

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mohan

Is there any company who sell this technology in Asia kindly email at mohangl@ymail.com

over 5 years ago

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John Roberts, Marketing Director at Oil and Gas Job Search

Thanks for your help Jake.

over 5 years ago

Clare Laurie

Clare Laurie, CMO at blueSense

And now Nokia ...
http://www.youtube.com/watch?feature=player_embedded&v=SX2Gd-kqV5s#

Impressive integration with music and social media.

about 5 years ago

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Michael Holz

I know this thread is old, but if anyone can recommend potential vendors here in the USA, I would be appreciative.

over 4 years ago

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