You’ve probably heard about projection mapping, a technology that “paints” an object – usually a building – with 3D imagery so precisely that it actually looks real. Recent examples have made buildings appear to change color, turn into giant fish tanks, or collapse and reconstruct themselves. Needless to say this is a great technology for public events – think about how you could enhance a concert or launch a new product with projection mapping on surrounding buildings.
Of course, the next advance in projection mapping will allow the public to participate in the event. Back in December I wrote about a projection mapped interactive game based off the movements of passersby. Now Tribal DDB in South Africa has created an example of user-generated projection mapping for Wrigley’s 5 gum: the experience involves an invitation to create and submit your own projection sequence, then provides the power to manipulate the finished projection, live and in real time, using an iPad.
Whichever brand first sponsors a projection mapping contest of this nature will gain great publicity value. And think about how much interest a popular packaged good like Coke or Mentos would generate if they announced a series of projection mapping events in various cities, each one created solely from user submissions.
In a sense, this is high-tech graffiti. The kind people go out of their way to enjoy.