3D projection mapping is the new tool chosen by carmakers to lure young buyers

Article by Christian A., on May 17, 2012

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]

If you liked the article, share on:

Comments

Recommended

The 2018 Cadillac CTS-V sedan will be getting a new paint job that will give it a unique icy feel. Dubbed the Glacier Metallic Edition, this special model was built...
by - August 23, 2017
During the North American International Auto Show at Detroit in 2015, Hyundai introduced a concept pickup truck they named the Santa Cruz. This model took home the Concept Truck of...
by - August 23, 2017
Porsche introduces the technologically advanced wheels with braided carbon fiber. These will be initially available on the 911 Turbo S Exclusive Series. Being the first car manufacturer to offer such...
by - August 23, 2017
All eyes were turned to the fuchsia pink bespoke McLaren 720S MSO at the 2017 Pebble Beach Concours d’Elegance Sunday. Surely, we can understand why. The one-off supercar, which was...
by - August 23, 2017
Hyundai Motor Group – including both Hyundai Motor and Kia Motors – has disclosed a wide-ranging plan to introduce 31 environment-friendly models in a new development roadmap that aims to...
by - August 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries