Guerrilla Projection Mapping is an extraordinary experiential marketing and advertising technique that has the potential to reach more eyes than any other form of marketing. It’s fresh, current, wows audiences, creates a buzz and can go viral.
So, what is it exactly?
In a nutshell, it’s the technique of projecting images onto different surfaces.
Guerrilla Projection Mapping success stories mainly involve the projection of images onto buildings, because when they’re executed well, crowds can quickly gather. Thanks to mobile phones, word of mouth can spread quickly and the social media reach is spectacular.
The effects are often stunning and high-profile, because you can take a 2D image of something and transform it into 3D, thus quite literally bringing ideas to life.
What’s the latest?
Projectors have been around for a long time, but the quality hasn’t always been there. Even some of the best projection experiences of yesteryear frequently suffered glitches. Now, technology has improved greatly – it’s possible to take any object and project it onto something in the real world without any distortion whatsoever.
How does it work?
The key to making an experience like this work is in the quality of the projection – it simply wouldn’t be effective marketing if the projection mapping wasn’t seamless and if you could spot flaws. That’s why specialised software is used to warp and mask projected images so that they fit perfectly on irregularly shaped things.
How are companies using it?
From breathtaking advertising campaigns through to simple brand awareness, the possibilities are endless. One fantastic example of projection mapping was seen when Prague’s famous Astronomical Clock turned 600 years old. A video was created to celebrate its history and was projected onto the clock. The result was a stunning, classy visual experience that was part-documentary, part-spectacle and spanned the original architect’s plans through to the current day.
You can pretty much use projection mapping to advertise and market any product or service across any industry, so long as you’ve got the imagination to think of your angle. Sky Sports projected an image of Andrew Flintoff on Sydney Harbour Bridge ahead of an Ashes series against Australia. Samsung did it to advertise the world’s first 3D TV. Toyota have displayed new car designs.
3D projection mapping pairs powerful marketing potential with a stunning experience. If you want to create a memorable experience and reach out to a whole new audience, it’s worth doing.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing.
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