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According to a study published by Adobe, The State of Content: Expectations on the Rise, entertainment trumps accuracy in content for 25 percent of Americans. In fact, entertainment is more important than accuracy for 10 percent of Boomers, 20 percent of Gen Xers, and 35 percent of Millennials.
Event professionals now feel the pressure to look beyond the limits of traditional presentation technology and are expected to transform their meetings into meaningful experiences that impact attendee senses and emotions.
One of the more immersive event technologies used to engage audiences in this interactive way is video projection mapping.
Essentially, this technology creates an optical illusion with suggestive plays of light that can seemingly turn any object into something completely different — all by simply by changing the perception of form.
Specialized software is employed that can warp and mask custom graphics seamlessly onto an object. These video images can then be projected onto any irregularly-shaped set, screen, building, wall, vehicle, etc. — nearly any kind of complex or three-dimensional surface!
The end result? Shatter viewer expectations by completely altering their perspective.
How would you rate a movie that featured a string of unrelated special effects, but no narrative?
Even though there are several types of applications for projection mapping, this technology is only as good as the strategy behind it. A solution, by its very nature, has to solve something in order to be of any value.
Successful brand experiences are the result of strategic creative design and development. It is wise to consult with an event technology partner during your initial stages of planning to clearly define what you want to share with your audience and how you would like them to think, feel, and act. This type of discovery session can help determine how to best utilize event technology to bring your story to life.
When projection mapping is done right, it will not just alter the physical space and provide entertainment value for your audience — it can deliver your brand and messaging in an innovative and engaging manner, leaving a lasting impression on attendees.
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