A stunningly realistic hologram of Tupac Shakur made an enormous splash at last month’s Coachella Music Festival in California.
Remarkable for its uncanny resemblance to the deceased rap star, Tupac Shakur’s hologram required an immense amount of research, up-to-the-minute technology and illusion. What the shocked audience saw was more than an image. It was the total recreation of the rap star down to his mannerisms, voice and aesthetic appearance. The performance was completely new. It was not the composition of old footage. It was in a word – unbelievable.
The use of holograms is increasing because of the impact of the image and developing technology. International firms are finding clever ways to incorporate holograms into their brand development.
Holograms are created in projection, not in filming. Using the correct projectors is paramount, as well as knowing how use the right angles and surfaces.
In late 2010, Ralph Lauren used hologram technology to launch its collection all over the world. The results were astounding – models and polo players on horseback seemingly emerged out of buildings which were transforming continuously.
The advent of holograms in marketing can be coupled with traditional methods of publicity for greater efficacy. The use of holograms in publicity is effective because of its “wow” factor and its interaction with the viewer.
It is, however, costly. Hence, companies can employ holograms during big events but use traditional promotion such as print advertising, television and the web also.
In other words, companies should leverage holograms as marketing strategies but not at the total disqualification of other marketing options.
Michelle Mayer is blogger at Mijo! Brands Mexico.
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