video-mapeate o cómo embobar a la audiencia

El uso de proyecciones de imágenes dinámicas en superficies de grandes dimensiones y con un objetivo cultural o comercial ya no es territorio exclusivo de Ayuntamientos y grandes marcas. El nuevo retail y los eventos más particulares buscan personalizarse con esta poderosa herramienta

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Ya fue adelantado en 2011 “este tipo de acciones donde el público interactúa y se divierte a la vez que se le presenta un producto, tiene muchas posibilidades de prosperar que cualquier otro soporte al que estamos todos terriblemente acostumbrados” (Box, Carmen, 2011).

Y así ha sido,  lleva desde entonces como parte de nuestro paisaje urbano, aprovechando alguna eventualidad cultural, como la Noche de los Museos en las 120 ciudades europeas que la celebran, o de forma comercial, en la presentación de algún proyecto por marcas como Ralph Lauren, con su disruptiva y aclamada 4D experience en Nueva York.

 

También Samsung, cambiando la identidad de un hombre en la presentación de su Galaxi S.

o la asombrosa presentación de la nueva zapatilla Jordan Melo M8 por Nike sobre las aguas del neoyorquino rio Hudson.

Y es que además de para enriquecer los actos culturales con una experiencia sensorial memorable aprovechando un “soporte” de lujo, como edificios de gran valor histórico o arquitectónico, se ha convertido en la tendencia de marketing favorita por muchas empresas, creando un contenido que se vuelve viral de forma instantánea, además de dotarla de un branding con toques fantásticos y de un canal original de comunicación: una atestada calle llena de followers móvil en mano retransmitiendo en directo la acción.

Pero en la intención de este blog está siempre la utilización de herramientas de marketing asociadas a grandes corporaciones en un plano micro, aportando ideas del uso de esta herramienta desde el comercio minorista o también, ¿Por qué no? En un evento tan personal como tu boda.

MICROMAPPING MINORISTA. EMBOBA A TUS CLIENTES

El avance en los últimos años de esta técnica ha hecho surgir softwars más sencillos que requieren menores conocimientos técnicos (no es necesario dibujar el objeto en 3D o calibrar la cámara) o incluso aplicaciones gratuitas como el programa de proyección en tiempo real VPT creado por HC Gilje que permite hacer proyecciones con nuestro ordenador o tablet.

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Con el abaratamiento de estos recursos, el límite de la aplicación de video-mapping al comercio es solo nuestra imaginación.

Además de crear efectos en la fachada exterior se puede crear ambientes interiores totalmente distintos en función de la hora del día, la estación del año o la promoción en particular que se quiera difundir en ese momento, muchas veces influida por el feedback que se reciba de la clientela, ya que se puede variar la proyección de forma inmediata.

imagen 7 videomapping

Además, en materia de stocks, puedes ofrecer muchas más referencias con ideas como las de este vídeo.

Consiste en tener una prenda blanca y dar la posibilidad al cliente de ir cambiando el estampado. Así, el cliente queda más satisfecho realizando la compra de una prenda que casi ha personalizado y que la tienda no ha tenido que comprar previamente, sino que la adquisición se condicional a su entrega en un par de días.

Con esta herramienta, el espacio físico ofrece una mayor variedad de productos a los clientes, y éstos acuden a la tienda a probarse las prendas en lugar de comprarlas online.

VIDEO MAPPING EN MI BODA: CAKE WEDDING MAPPING

El uso de esta técnica en eventos permite personalización, y que evento puede ser más personal que el de una boda.

Al clásico powerpoint de la ceremonia se le puede sustituir por la proyección de un storytelling sobre la pareja en el marco que ellos elijan (con temática de videojuego, musical, cinematográfica). Pero mejor, porque no proyectar ese contenido… en la tarta nupcial!!

La división Disney de bodas ya llevo años ofreciendo este servicio. Esta técnica al servicio del momento más emotivo de la ceremonia, haciéndolo más personalizable, memorable y … viral.

(Versión en inglés) (English version)

Video-mapping or how to amaze your audience

The use of projections with dynamic images in big dimensions surfaces with a cultural or commercial objective it is not an exclusive territory of important institutions or corporations. The new retail and even more particular events seek personalisation with this powerful tool.

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Some opinions of this phenomenon were already released  in 2011, “this kind of actions where the public interacts and have fun in the same time that a product is shown, it has so many possibilities of flourishing, that other way which everyone is totally get used to see” (Box, Carmen, 2011).

And that´s how it was. It is quite usual enjoy that experience in some cultural events such as the White Night celebrated in around over 120 European cities; or in a comercial way, in some of the presentation by brands like Ralph Lauren with its disruptive and claimed 4D experience in London.

 

 Samsung, changing the  man identity in the presentation of its Galaxi S.

 

Or the astonish show of the new sneaker of Jordan Melo M8 by Nike over the newyorker water of the Hudson river.

In addition of the enrichment of cultural performances with a more sensorial and memorable experience taking advantage of a special surface such as  very valuable historic or architectonic buildings, video-mapping has become the most trendy marketing tool by so many companies. These are generating an instant- viral content apart from endows itself with a fantasy-blast branding using an original channel like a crowded street plenty of “mobile-handed” followers broadcasting “on live” the action.

This blog is intentionally oriented in give chances for retailers or event planners in using “big-corporations” marketing tools. For this reason, we can mention how we can use video mapping in retail or also why not in a wedding.

 

MICROMAPPING RETAIL

The incredible development in the last years of this technique has induced much simple software’s which require less knowledge (it is not necessary draw the object in 3D or calibrate the camera) or even free apps like the program of real time projection VPT created by C Gilje that allow us to generate the projections just using our computer or tablet.

vpt5_1

With the reduce of resources needed, the limit of the application of video-mapping to the retail is just our imagination.

Apart from creating effects in the outside frontage, it is possible to create totally different inside atmosphere in function to the time of the day, the season or also the particular promotion that we would like to transmit in that moment, largely influenced by the feedback received by the customers, due to we can modify the projection in an instant way.

imagen 7 videomapping

Also, regard to the stocks, it will be able to offer much more references with ideas like those ones shown in this video.

 

It is about having a white piece of clothes and give the possibility to the customer of changing the pattern using a tablet. In that manner, we increase the customer´s satisfaction through the purchase of an out-of-shop  very customized item.

Using this tool, the physic space offers a wider variety of products to customers who go to “try on” the items instead of buy online them.

 

VIDEO MAPPING IN MY WEDDING: CAKE WEDDING MAPPING

The use of this technique enables personalisation, and what event can be more personal that a wedding.

We can replace the classic presentation of the ceremony for the projection of a story about the couple, through of the theme that they choose (using tools of storytelling inspired by video games, musical, cinematography…) or, even better, projecting that content in the… cake wedding!!

The Disney wedding division are a while offering that service. We put this technique to the service of the most emotional moment in the ceremony, making it more personal, memorable and …viral.

 

), Samsung, changing the  man identity in the presentation of its Galaxi S (video) or the astonish show of the new sneaker of Jordan Melo M8 by Nike over the newyorker water of the Hudson river (video).

In addition of the enrichment of cultural performances with a more sensorial and memorable experience taking advantage of a special surface such as  very valuable historic or architectonic buildings, video-mapping has become the most trendy marketing tool by so many companies. These are generating an instant- viral content apart from endows itself with a fantasy-blast branding using an original channel like a crowded street plenty of “mobile-handed” followers broadcasting “on live” the action.

This blog is intentionally oriented in give chances for retailers or event planners in using “big-corporations” marketing tools. For this reason, we can mention how we can use video mapping in retail or also why not? In your wedding.

MICROMAPPING RETAIL

The incredible development in the last years of this technique has induced much simple software’s which require less knowledge (it is not necessary draw the object in 3D or calibrate the camera) or even free apps like the program of real time projection VPT created by C Gilje that allow us to generate the projections just using our computer or tablet.

With the reduce of resources needed, the limit of the application of video-mapping to the retail is just our imagination.

Apart from creating effects in the outside frontage, it is possible to create totally different inside atmosphere in function to the time of the day, the season or also the particular promotion that we would like to transmit in that moment, largely influenced by the feedback received by the customers, due to we can modify the projection in an instant way.

Also, regard to the stocks, it will be able to offer much more references with ideas like are shown in this video. It is about having a white piece of clothes and give the possibility to the customer of changing the pattern using a tablet. In that manner, we increase the customer´s satisfaction through the purchase of an out-of-shop  very customized item.

Using this tool, the physic space offers a wider variety of products to customers who go to “try on” the items instead of buy online them.

 

VIDEO MAPPING IN MY WEDDING: CAKE WEDDING MAPPING

The use of this technique enables personalisation, and what event can be more personal that a wedding.

We can replace the classic presentation of the ceremony for the projection of a story about the couple, through of the theme that they choose (using tools of storytelling inspired by video games, musical, cinematography…) or, even better, projecting that content in the… cake wedding!!

The Disney wedding division are a while offering that service. We put this technique to the service of the most emotional moment in the ceremony, making it more personal, memorable and …viral.

 

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