It’s 2022 and we think it’s high time to honor the best of the best in hologram marketing. “WTH is hologram marketing?” you may ask. Well, there’s a whole new type of advertising and it is using holograms to promote products and services.
3D hologram advertising is alive and well with the colorful future in front of it. Let’s see the most fantastic examples of hologram marketing that nears us closer to the world of Blade Runner and Fifth Element.
1. Barbie Hologram
Why: just when you think you’ve seen it all, Mattel presents a hologram version of the beloved Barbie doll at the New York Toy Fair in 2017. The concept was a success among the fairgoers, the high-tech version of the girl doll made rounds in the press, and marketing-wise it was an amazing stint. How practical is this digitized personal helper-meets-AR initiative? It’s up to debate. But this case works perfectly as an example of hologram marketing.
It’s interesting that this prototype has never actually made it to the market. In 2017 it was delayed until 2018. And after that, it simply disappeared. What stayed though, are the fair videos of a Mattel representative enthusiastically listing the advantages of this holographic Barbie. She lives in a box, she can react to voice commands in the style of Amazon Echo, and she can change her clothes and appearance. The video also shows us that the virtual doll can even dab.
Is it a cool idea to connect the physical and virtual worlds of Mattel’s pink universe? Definitely. Were people in 2017 ready for something like that? Probably not. Still, it’s great as a standalone hologram advertising case.
2. NIKE: Hologram Experience
Why: using hologram marketing novelty and combining it with experiential digital signage wins our hearts. Done for the UAE’s Mall of Emirates, this project brought an interactive holographic box to the Nike store. The box worked in connection with a screen stand where people could customize the shoe and measure the shoe size. The hologram looks nice, the idea is very smart, and the execution is stellar.
When it comes to good digital signage, you want to amaze people, to bring the “wow” moment to their browsing or shopping experience. Takeleap, the company behind this hologram advertising, checked all the boxes to reach this effect. Having a hologram of the trademark Nike shoes in the middle of the store immediately takes all the attention on the product and showcases the models the store wants to sell.
3. 3D Holographic Display for Nike’s London Store
Why: sometimes you want just to create the right atmosphere in your store with digital signage. Nike store’s redo by industry leader HYPERVSN is a good example of that. It’s not the hologram itself that takes all the credit here, it’s the customer experience every digital element creates inside the store.
Every detail is carefully thought-out to provide a bombastic time for customers while browsing the shoes. But while the videowalls ensure the dynamic background, the hologram of the 3D models of the Nike shoes impresses visitors with visual perfection and novelty effect.
4. Mercedes-Benz creates outdoor hologram advertising perfection
Why: with hologram marketing sky is the limit when it comes to creativity. Oldie but goldie, this Mercedes-Benz outdoor campaign has been a hit in 2016. The automotive company chose to raise awareness of cyclist safety on one hand, and promote their Active Blind Spot Assist feature that helps drivers to avoid blind spots on the other. They partnered with outdoor advertising veterans JCDecaux to produce an innovative part-hologram part-OOH that was put on the street in Berlin.
The company called it a “holographic prism”. The passers-by could see the hologram of a cyclist in the middle of a typically-looking billboard. It was a slick 360-degree multidimensional advertising project and you’ve got to give credit where it’s due. Mercedes-Benz proved that they are one of the automotive industry leaders for a few reasons and doing the campaigns right is one of them.
5. Audi Cup 2017 Holographic Press Conference
Why: in 2017 Audi did something crazy to promote their Audi Cup, a friendly football tournament featuring four teams and taking place in Munich. In the best futuristic traditions of Star Trek and Star Wars, the organizers decided to deploy hologram technology to enable the couches of Liverpool FC and Atlético de Madrid to be both present at one Munich press conference without actually being in Munich. Zoom? No, super-expensive hologram technology.
But we’re not talking about the meeting convenience here, we’re talking about marketing and Audi nailed this. How cool does a “holographic press conference” sound? The point for Audi was to duly promote their Cup and with this campaign, the media went crazy about the execution and the company created something truly unique and original. That’s what a great hologram marketing campaign is all about.