Holograms as a concept have existed since the 1940’s. Holograms currently exist by a variety of means, each with its own benefits and limitations.
One of the limitations of holograms is that they are not fully interactive. Trying to touch a hologram could interfere with how the lazer is reflecting the image, and so interrupt the holographic image on display.
This limitation has been overcome by a team of Japanese scientists from the Digital Nature Group. Using short lazer pulses at very short intervals, a hologram is created that can be felt. The hologram itself reacts to touch by changing shape or moving away.
Projection Mapping is using video footage and displaying it over a 3D object to create a dynamic presentation. Projection Mapping is also referred to as ‘Spatial Augmented Reality” as it projecting digital information over a physical space.
How does Projection Mapping work?
Projection Mapping is the display of digital objects in the form of animated videos or recorded video footage onto 3D physical objects. It is different from flat-screen mapping as the visuals are able to appear wrapped around a 3D object – such as a building.
Why Projection Mapping?
Projection Mapping as an event activation or event display is a creative way to showcase information. It is interactive and brings an element of awe to the message you are portraying. Traditional means of getting information to your audience at events are dying out as “boring” as interactive technology make it more exciting.
Examples of Projection Mapping
Examples of Projection Mapping can be found right here in Dubai. Have you been to Dubai Festival City Mall and watched the fountain and light display? The fountain is used as a surface onto which video footage is projected.
Another example is where Fanta Middle East used Projection Mapping as a way to market their product at Dubai Mall.
We started off UAE’s Innovation Month at Abu Dhabi Ports for their Augmented Reality and Virtual Reality event activations. We ended off the month at the UAE Innovates event in City Walk with German Tourism.
Virtuality teamed up with German Tourism to showcase their travel destinations in Virtual Reality. Guests were immersed in Germany while standing in Dubai.
Below is a video of our team interacting with the activation:
The use of Virtual Reality captured the essence of Dubai’s ability to innovate and bring new and immersive experiences to different industries.
The benefits of digital marketing is that companies are able to reach a large audience, in many locations, very quickly.
The downside to this way of sharing a message is that audience attention is fleeting. Grabbing someone’s attention and keeping it long enough for a brand to get their point across is difficult due to how much information is available online.
The goal of good marketing is to grab your audience’s attention, and maintain it until they receive your message. Using text on its own is the least effective way to do this. Audiences skim over the text at best, especially if the title and the introduction do not appeal to them. It also takes a lot of time and effort to produce text heavy content.
Using images is more effective; they are relatively easy to produce, but do require a lot of time. Instagram has shared that audiences spend on average only 2 seconds on an image before scrolling on, so just because they double-tapped the image does not mean your message was received.
Videos shared on social media keep audiences engaged for 33% more time than images. This makes them a more effective way to capture an audience’s attention and share your message with them. The most effective videos are between 20 to 45 seconds. As with static images, videos are relatively easy to create but require time.
And finally, GIF’s; looped clips that are simple to create, and not a lot of time is required to make them. Cinemagraphs fall into the same category as GIF’s. This is because both offer an entertaining way to convey a message. They are fun and interactive, which helps keep an audience’s attention for longer. Tweets published with GIF’s gain 167% more engagement than text-only posts.
GIF’s are important for social media and other digital marketing strategies because they attract audience attention for a longer period of time which gives a brand more time to speak to the audience.
Keep your guests engaged and entertained with an Augmented Reality Game. Guests will scan a trigger through a customized application on a mobile device – iPads are the most popular due to their size and AR compatibility – and the Augmented Reality game is activated on the screen.
The game can any the brand and any activity that promotes the product, service, or value that is being launched, taught, or promoted. For an example, have a look at what Abu Dhabi Ports did for Abu Dhabi Innovation Week 2019.
Creating a Virtual Tour or Virtual Reality brand experience is a highly interactive way to engage with event visitors. It is a good way to introduce your audience to an aspect of your brand that they are not commonly able to experience.
For example, you can take a tour around different wine farms in South Africa at a wine tasting event in France. Just put on the Virtual Reality headset and be transported to where the wine is made.
At events where there are speeches and presentations being given, new ways are being sought to keep guests entertained without losing the point of the message.
Interactive holograms, pre-programmed to co-ordinate with the spoken content, are a practical and entertaining way to present information to your audience. While a presenter speaks, animated visuals are displayed on stage via a screen.
The beginning of February marked the start of the UAE’s Innovation Month. Throughout this month, there will be exhibitions all over the United Arab Emirates, particularly in Dubai and Abu Dhabi, showcasing the latest in technology and innovations.
Virtuality is proud to have been a part of Abu Dhabi Innovations Week 2019, alongside Abu Dhabi Ports.
We created an Augmented Reality game for the guests of the Innovations Exhibition to be able to interact with Khalifa Port’s operations.
Using ‘Image Tracking,’ users scan the trigger and Khalifa Port is augmented on the device.
The goal is to park a vessel at Khalifa Port using the controls on the screen.
Augmented Reality games are a great way to keep event visitors engaging with your exhibit in an entertaining way!
Companies invest significant amounts of resources in promotional events and yearly exhibitions, such as Gitex, to showcase their work to their various stakeholders.
These events present great opportunities for brands, but also have their limits. There are only so many people that have access to the stand at the location, within that time frame. This is where VR becomes a perfect solution for events.
Virtual tours of exhibition stands can be created with photographs, videos, and PDF documents embedded into them enabling a company’s audience to visit long after the event has ended. The virtual tour allows guests to walk around the stand and interact with it online, as if they were present at the event. The embedded material serves as extra information allowing guests to know exactly what the stand is all about.
We worked on a project like this for Paris Tokyo Live, an event company in Dubai, to showcase their client’s unique stand at Gitex. Gitex is one of the largest technology events in the world. This year was its 38th edition and stands were impressive; showcasing new technology in the worlds of AR, VR, and AI.
The VR tour we created has perpetuated the stand that is no longer available for viewing at Dubai’s World Trade Centre. The physical stand saw more than 15 000 visitors, and with the investment that went into the event captured in a single VR tour, countless more people can be a part of it – from anywhere in the world.
To interact with this tour and discover the benefits of VR in the events industry for yourself, click here.