Incito MentisA blog by Syed Abdul Karim

UPDATE: 3D Projection Mapping is exploding! Samsung has done it again. First it was in the Netherlands for the 3D TV launch (read below) and now it’s with Vodafone for the launch of the Samsung Galaxy Tablet in Spain. Great stuff!

Avatar took the world of Hollywood by storm when James Cameron introduced the world to 3D! Not that 3D was entirely a new thing up to that point but as Malcolm Gladwell put it – it has reached a Tipping Point. Since then we have seen Samsung and the likes bring 3D to our homes, Micromax is attempting to do so on our mobiles, NVIDIA is bringing 3D to the world of gaming and some fellows from the world of advertising are doing the same with marketing communications.

What am I talking about? 3D Projection Mapping. It’s not exactly the kind of 3D you see in movies but it certainly is eye-popping stuff and it’s getting big…fast! A quick search for 3D Projection Mapping examples revealed innumerable videos. Like all new marketing innovations many applications seem to have used the technology for the sake of it. Some however have combined the brand experience with technology to deliver some breakthrough executions. My personal favorite is by Samsung for their 3D TV launch in the Netherlands. Yes, what better way to launch a 3D TV other than doing a massive 3D Projection. This one is simply awesome!

Another gret example of 3D Projection Mapping was for Red Bull “Off the Planet” – a night event where snowboarders and skiers jump between two massive ramps and each landing is tracked via infrared to dynamically change the projections, thereby adding interactivity and greatly enhancing the visual experience. The results are splendid.

Looking ahead I think 3D Projection Mapping is going to get bigger, better and bolder! It takes augmented reality to a whole new level by taking real world architecture and giving it a fresh context. The challenge as always would be to make the right connection that not only creates a great execution but enhances the brand experience. If  you are looking for more 3D Projection eye-candy then check out this video by AC/DC from the Iron Man 2 Soundtrack done as a 3D Projection. Enjoy!

I have always believed brand building is about creating experiences. It can be anything from an immersive on-ground event, an engaging website to a holistic 360° experience. But lately I have realized that content and entertainment have also become a vital aspect of the experience mix. The business of building brands is now more than ever like the business of making movies. Seriously!

Before seeing this awesome DC Shoes infomercial (yeah right!) I had no idea what the brand was all about. The shoe bit was obvious, but that was about it! For me when it comes to sports footwear my universe begins and ends with Nike, Adidas and Reebok! This video changed everything! Besides its sheer entertainment value the video has truly contributed to building the DC Shoes brand. Why do I say that?

To qualify as a piece of branded entertainment the content has to be entertaining, that bit is obvious! But how does that same piece of entertainment build a brand! This is the crucial bit which is not always easy to crack! This is where DC Shoes really shines with this piece of marvel. For one, if I am trying to communicate “performance” then this is as good as it gets. Considering the fact that this is a space all sports footwear brands need to associate with, DC Shoes has done it in a way that is uniquely their own.

The other reason why this video builds the DC Shoes brand is the targeting. They have chosen to focus on extreme sports. It comes through no doubt. Not that I am going to be doing any of those things in the video but upon further exploration I realized that the web experience, the online store and most importantly, the shoe designs consistently delivered on the promise made in the video – performance, extreme sports and coolness!

So despite the fact that DC Shoes makes performance footwear for people who are into extreme sports, you know what I would be looking out for the next time I need sports footwear. Now that’s brand building!

Find out why by watching the video below!