Are you a marketing professional looking for ways to get your products to stand out during launch? Holograms are emerging as immersive and interactive ways for product displays and demonstrations. Keep reading to know why and how you should consider the technology in your next product launch.
The markets of today have become saturated. International and local players are meeting demands. And most products in a category are of the same nature. So, making products stand out has become extremely important for businesses.
Holograms are emerging as a futuristic solution to make products stand out during launches. Holograms make it possible to showcase products in a unique and engaging way. Holographic projections are attention-grabbing. A lasting impression can be made on customers.
What Are Holograms & How Do They Work In Marketing?
Holograms are virtual images. They are projected in three dimensions using light. Light is diffracted by a physical object. The virtual image forms as a result. Holographic projections appear as objects floating in space. Hence, the technology is useful in product demonstrations and event displays.
Types Of Holograms
Let’s first check out the types of holograms available before diving into how to use them for innovative product launches.
3D Holograms: You will get the illusion that a three-dimensional object is floating in space. Viewers do not need special glasses to view images in three dimensions. This is how the technology is different from traditional 3D displays.
Traditional holograms project 3D images on media like a film. But 3D holographic displays are about projecting images directly into the air. So you get the sense of depth.
AR-Based Holograms: Computer-generated 3D images are overlaid onto the real world. You will find these projections more immersive than 3D holographic displays. The projections are also more interactive.
3D holograms are just projections of three-dimensional images hovering mid-air. They don’t support interaction with the environment. But AR-based holograms support natural interactions. So you can use gesturing and pointing.
Volumetric Holograms: You will experience full-body projections. An illusion of real objects floating in the air is created. But it has certain advantages over 3D holograms. Volumetric holograms allow viewing images from all angles.
3D holograms just take advantage of binocular disparity and perspectives to create the illusion of depth. However, the projections by volumetric holograms appear as true 3D images. It feels like the object actually exists in the physical world.
| Illusion type | Interactivity | View angle | Complexity | Cost | |
| Traditional holograms | 3D projection of a 2D film | Not supported | One side | Low | Low |
| 3D holograms | Illusion of floating 3D images | Not supported | One side | Low | Medium |
| AR-based holograms | Floating 3D image overlay on the real environment | Supported | One side | Medium | Medium |
| Volumetric holograms | Floating 3D images with real depth | Supported | All sides | Medium to High | High |
Why Use Holograms For Product Launches?
All three types of holograms can enhance product launch sessions. The type you choose depends on your exhibition, product, and budget. Let’s check out the common benefits of holograms in project launches.
Create Visual Spectacle
Holograms will help you create a visual spectacle. The displays will immediately draw the attention of audiences towards your products. Your products may not be interesting to the audience. But holographic projections will certainly be.
Holograms are relatively new. It is also not common to see holographic ads. So the floating 3D displays are destined to grab everyone’s attention.
Differentiate From Competitors
Holograms will not just be attention-grabbing to audiences. They can also help your brand differentiate itself. Holograms are not widely used as the technology is fairly new. Holograms can help you differentiate your brand from competitors.
You will be able to demonstrate that your brand is innovative and tech-forward. You can further differentiate your brand by deploying AR-based or volumetric projections. Such projections are interactive and can be viewed from all angles.
Engage Emotionally
You may already recognize the power of storytelling. It can help you create a deeper connection with audiences. Holograms can be used for storytelling. You can use volumetric holograms to create immersive and interactive brand stories.
Your audiences will have the option to interact with the holographic projections. This will further enhance their experience. You can also use overlays of AR elements to create more interactive and immersive product launch stories.
Boost PR & Social Sharing
Holographic demonstrations are attention-grabbing. The spectacle they create can potentially get your brand or product to go viral. You will have the chance to improve public relations. The spectacle will also encourage audiences to share more about the launch event on social media.
Reusable & Scalable
One great thing about holographic technology is that it can be deployed during new launch events. Alternatively, you can get the technology repurposed. Hence, acquisition will be a one-time investment.
But renting the holographic projectors is also an option you can go with. Modular displays and AI-powered rendering features are also making holographic devices more scalable.
Innovative Ways To Use Holograms In Product Launch
The three types of holograms can be used for marketing in different ways. Find the innovative approaches here.
Holographic Product Reveals
You can reveal your new products using holographic projections. The audience will view a 3D model of the product floating mid-air. Use volumetric holograms. Display the product to the masses by rotating and zooming its holographic projection. You may also animate features for more immersion.
Holographic product reveals are ideal for technology products. It is also suitable for luxury items. Cars and motorbikes are also good products to be revealed using holographic projections.
Virtual Spokesperson/ Brand Ambassadors
You can be a bit more creative with the use of holograms in marketing. You can use projections of respected company founders to present products. Or you may use the projection of influencers.
The use of holographic projections of popular people can create the illusion of them going live. This can drive an emotional response from the audience. This approach is suitable for a product launch happening on stage or in retail stores.
Interactive Demos
Some products are best displayed to audiences in an interactive way. Audiences must get a chance to interact with the virtual 3D model. For example, you may enable the use of gestures or holographic buttons to explore product design and features.
Interactive demos are ideal for media and technology products. Laptops, smartphones, and even software solutions can be explored better through interactive demos.
Immersive Holographic Storytelling
Holograms can be used for immersive storytelling. You can display a story. Or highlight the product journey. This can help you connect the product with audiences emotionally.
Immersive storytelling can be a good option for launching products like skincare. Or you may use immersive storytelling to launch health and wellness products. You may visualise the process of ingredient sourcing and production science.
Live Event Integration
You can use holograms along with physical product displays. Event planners can make live product launch events more immersive for audiences. You can also use holograms for remote viewers. In this hybrid setting, AR-based holograms can also be used to enhance the participation of audiences.
Tips For A Successful Holographic Product Launch
Ready to use holograms for your next product launch? Check out these quick tips for a smooth execution.
1. Choose The Right Technology Provider: You want to have a reliable setup. You also want the displays to be of the highest possible resolution. A good technology provider will supply high-quality equipment.
2. Match The Hologram Style To Brand Tone: Your brand tone may be futuristic or traditional. It may be minimalist or playful. It is important that holographic displays appear seamless with your brand tone and elements.
3. Ensure Lighting Support & Space Requirement In Venue: You don’t want to end up with a high-quality setup in an incompatible venue. Evaluate the space requirements for the projections and your audiences. Consider the viewing angles and the type of hologram technology you will be using.
4. Promotion Before, During & After Launch: Ensure that you are promoting your product launch event enough. Also, highlight the use of holographic projection when promoting the event. Use livestream and social media for maximum reach.
5. Plan For Viewer Interactivity & Shareability: Remember that AR-based and volumetric holograms support interactivity. So plan for the step accordingly. You want to demonstrate interaction with the product’s virtual projection. You may also want to create opportunities for your audiences to interact with the hologram.
Ready To Set Up?
The use of holograms for product launch is still not widely practised. But the benefits are increasingly being realised by brands. So, this is the right time to use holograms to make your products stand out.
You will be doing something that your competitors haven’t caught up with yet. This is expected to be a significant differentiation. And the unforgettable experience for the audience is always an advantage. So, get a hologram setup for your product launch today.