What is Interactive Projection Mapping and How Does It Work?
In order to stand out from the competition, brands need to start putting human interactions at the heart of their business. One way they can do this is by leveraging interactive projection mapping into their marketing strategy.
But what is interactive projection mapping and how did it become so popular? Here’s everything you need to know…
- what is interactive projection mapping?
- how does projection mapping actually work?
- how did interactive projection mapping become so popular?
- which brands have used interactive projection mapping?
- how much does it cost to implement?
what is interactive projection mapping?
To put it simply, interactive projection mapping is the use of technology to manipulate and project imagery onto a surface. These projections can range from 3D animation to video and are used on everything from buildings to football pitches.
The difference between interactive and normal projection mapping is that there’s an element of human touch.
Users can physically interact with projections to influence the visual display which appears to the audience. Examples include interactive floors and walls.
And guess what? Projections can even appear on the human body!
how does projection mapping actually work?
It uses a pre-production process where images fit onto a 3D graphic model of a surface. Then the same images appear to wrap themselves around the physical features of any structure.
To have particular imagery projected, 3D mapping incorporates a multitude of preloaded resolutions and brightness levels. In order for it to work, a series of powerful projectors and software are necessary.
how did interactive projection mapping become so popular?
The wants and needs of customers have changed drastically over the last decade or so. Consumers are more interested in ‘the experience’ which brands can offer them.
It doesn’t matter which industry you work in. You could be an event manager who knows there’s a need to provide that cutting edge experience to your guests.
Or, you could be a retail marketer who needs to think of innovative ways to increase customer footfall and the service offering you provide once they’re in the store.
Either way – interactive projection mapping is the answer. Not only does it allow you to stand out from the crowd but it also improves engagement and adds a memorable feature to your brand which users are less likely to forget.
Projections are also imminently shareable on social media which, in turn, should lead to increased brand awareness and repeatable use of content in the future.
which brands have used interactive projection mapping?
Interactive projection mapping’s rise in popularity has meant that lots of big brands around the world have started using it in their own campaigns. Here are just a few examples:
Nestlé is a great example of a retailer who changed the game. They created an interactive point-of-sale campaign a couple of years ago for their Quality Street brand.
The campaign was rolled out in 10 ASDA stores. The shelving was brought to life by animated content which completely changed the experience for supermarket shoppers.
This campaign reaped the rewards as ASDA stores reported a 41% lift in sales of Nestlé’s Quality Street brand in the outlets that featured these particular projection displays.
Check it out for yourself below.
Google has jumped on the projection mapping train as well. Back in 2015, they set up interactive posters all over San Francisco which served as public voting booths.
Each poster displayed 10 nonprofits who were dedicated to building a better community for the San Francisco Bay Area.
Whichever top six nonprofits received the most votes from the public would receive a $250,000 donation from Google. This campaign was awesome because it created shared ownership between Google and the American public.
how much does it cost to implement?
The cost of interactive projection mapping varies depending on the creative lengths you want to go to and the printing specialist you choose to complete your project.
It’s difficult to estimate the cost of a particular project because some are much more complex than others. You’ll have a greater idea on a total cost once you’ve spoken to a print specialist and outlined your goals.
Choosing the right print specialist is important when it comes to projection mapping. You need someone who will put your interests at heart and help your campaign be a true success.
Understanding the ins and outs of projection mapping is quite complex. It’s not the most straightforward concept and requires a certain level of technical know-how.
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