How Free-Format Holograms Are Revolutionising Marketing and Advertising

Over the years, there have been many pieces of technology that have changed the way businesses handle their marketing. From the printing press to artificial intelligence, tools abound, and it’s clear that there’s no shortage of innovation in the advertising space.

That said, there’s always room for more (or at least we think so). Enter: free format holograms. These interactive show-stoppers are a recent event technology making the rounds, and any savvy marketer will likely take on look at one of these holograms and identify the possibilities. In fact, many already have.

For today, we’re shining a spotlight on how free format holograms are revolutionising marketing and advertising. We’ll unpack what one of these holograms actually is (and how it can be interactive), and break down their marketing and advertising potential.

What are Free Format Holograms?

First and foremost, let’s get some clarity on what we’re talking about. While they sound like something out of science-fiction, free format holograms are a real technology being used by marketers, advertisers, and event planners as we speak.

At their core, they’re 3D projections that look like they’re floating in space. How this is accomplished will depend on the kind of technology someone is using, but a lot of the time a hologram is projected onto a small surface that’s too fast to be seen by the naked human eye, making it look like the image is floating in space.

The cool thing about these free format holograms is that they’re super flexible. They can be big, small, and pretty much anything in between. And because they’re 3D, they allow for a level of engagement that’s just not possible with traditional 2D ads. Whether you’re showcasing a product, service, or even unpacking an idea in real time, these holograms make it feel like your audience is experiencing something real, something almost tangible.

Marketers love this technology because it allows for some next-level creativity. As long as you have the right image or video, you can project anywhere, whether you’re at a store, a trade show, or on-stage at a brand-activation. Depending on the set-up you can access through your event technology specialist, you might even be able to create an interactive hologram, one that reacts to what its audience is saying or doing. That’s where things get really interesting.

Ways to Apply Free Format Holograms in Marketing

Let’s face it, grabbing people’s attention these days is a fierce uphill battle. Consumers are bombarded with ads all day, and it’s hard to find things that stand out from the crowd when the marketing space is already so packed to the brim with innovation. But free-format holograms? These give your brand the chance to make people take notice, no matter what else is happening.

Here’s a look at a few ways different industries might use this tech to make their branded experiences stand out:

Here’s a look at a few ways different industries might use this tech to make their branded experiences stand out:

Retail and E-commerce

Imagine walking into a store and seeing a 3D hologram of a product just hovering in front of you. You can interact with it, learn about it, and even customise it via an interactive digital display in real-time.

For fashion brands, this could mean trying on clothes virtually, or for tech brands, it could mean showing off a gadget’s features in the most interactive way possible.

Event Marketing

The event marketing space has gotten a real kickstart from these free-format holograms. Because of their level of flexibility, these displays can host pretty much anything the event planner can dream of.

For music festivals, this might be an enormous avatar projected behind the performing acts and vibing with the music. For trade shows or expos, this might mean human-like holograms answering questions that customers can select from a nearby display.

Automotive Industry

Car brands are jumping on the hologram bandwagon, too. Rather than sticking to static car displays, automotive companies are using free-format holograms to showcase their latest models.

Customers can explore the car’s features, see it from all angles, and get an up-close look without the need for a physical showroom. It's all about bringing the car to life in front of them.

These are just some of the ways to apply free format holograms. We hear ‘the sky is the limit’ often in this space, but in this case it’s absolutely true. As long as the projected image can be modelled in 3D or recorded via a camera, you can work with it.

No matter how busy the expo floor or how crowded the event hall, a free format hologram will always be enough to capture their attention. The only question that remains is: what will you do with it?

Bring your ideas to life with Spyglass.

With years in the events space and a host of innovative technologies in our repertoire, the team at Spyglass is here to help with your brand activation. Whether you’re hosting a launch to celebrate a new product or reactivating an existing one, our team is here to help you make the most of free format holograms, dome projection systems, and more.

Get in touch with us today to see how we can integrate this technology at your next marketing or advertising event.