Mercedes' Uses Projection Mapping to Power Virtual Art on Its Cars
Laura McQuarrie — December 19, 2014 — Autos
References: adsoftheworld
To show off its GLA-Class at the 2014 NH7 Weekender, three-day indie music festival in Pune, India, Mercedes set up a way that people could create virtual art on the vehicle.
The artful experience made use of real-time projections, so that on-screen, people could paint with a virtual airbrush. As well as being able to see their colorful creations on-screen, the white GLA-Class car stationed to the side of this station reflected the colors being painted on the car as they happened. After each of the masterpieces had been finished, people had the chance to pose with the custom virtual paint job and received a print out photo as a memento from Mercedes. Considering that the vibe of this venue was all about music, lights, creativity and expression, this was a neat way for the brand to highlight its car with cool technology and a custom experience.
The artful experience made use of real-time projections, so that on-screen, people could paint with a virtual airbrush. As well as being able to see their colorful creations on-screen, the white GLA-Class car stationed to the side of this station reflected the colors being painted on the car as they happened. After each of the masterpieces had been finished, people had the chance to pose with the custom virtual paint job and received a print out photo as a memento from Mercedes. Considering that the vibe of this venue was all about music, lights, creativity and expression, this was a neat way for the brand to highlight its car with cool technology and a custom experience.
Trend Themes
1. Virtual Car Art - Mercedes uses projection mapping to enable virtual graffiti on cars.
2. Real-time Projections - Real-time projections to enhance interactive brand experiences
3. Custom Virtual Paint Job - Futuristic customization using virtual paint job that allow expressing creativity.
Industry Implications
1. Automotive - Innovative car advertising campaigns through digital mediums like virtual graffiti.
2. Event Management - Real-time projection technology can enhance event experiences and lead to unique brand activations.
3. Advertising - New advertising opportunities using interactive projection technology to create consumer experiences.
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