3-D projection mapping, as a marketing campaign tool, is fast becoming more popular in North America. Just last December, Hyundai launched its Veloster coupe near Los Angeles with projection mapping. This marks the first time that the automaker used this technology in North America.
Hyundai could have bought a 30-second commercial but instead, it went with renting the side of a building where motion graphics will be shown like it’s a canvas. From the street, it will appear like the building is moving. In addition, Chevrolet and Lexus are using 3-D projection mapping in their North American marketing for the first time.
Monique Kumpis, senior manager of advertising for Hyundai Motor America, said that this is better than a TV ad since it raises awareness for the Veloster among Gen Y buyers (those born between the early 1980s and early 1990s), a group known to be "skeptical of marketers and ads in general."
They’re very adept at skipping TV commercials with the use of their digital video recorders. Automakers have used 3-D projection mapping in Europe and Asia for years but it has only recently arrived in North America.
These creative projections generate a lot of buzz and this could result to viral marketing with images being shared with friends. Rick Mathieson, a brand consultant and author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World, said that automakers succeed in making their brands stand out when they use projection mapping.
He further said that it offers a “spectacle unmatched in any other medium today" as it gets cited a lot in online videos and commentary. Lexus manager Teri Hill said that it’s effective in getting to consumers with a “younger mindset. [source: Autonews]