In the ever-evolving landscape of advertising, brands are constantly seeking innovative ways to capture attention, spark emotional engagement, and deliver memorable experiences. One of the most captivating technologies to emerge in recent years is projection mapping—a technique that transforms ordinary surfaces into extraordinary displays using light, motion graphics, and 3D technology.
From skyscrapers to automobiles, projection mapping allows brands to turn anything into a dynamic storytelling canvas. The result? Immersive, larger-than-life experiences that blur the line between reality and illusion. As projection mapping advertising gains traction, companies like Nike, BMW, and Coca-Cola are redefining how brands communicate visually and emotionally.
In this blog, we’ll explore how projection mapping is being used in advertising, dive into real-world case studies, discuss its impact on brand perception and ROI, and offer actionable tips for marketers and creative agencies looking to create their own branded projections.
What Is Projection Mapping? A Quick Primer
Before diving into its applications in advertising, it's essential to understand what projection mapping is.
Projection mapping, also known as video mapping or spatial augmented reality, is a technique where video is projected onto irregularly shaped objects or surfaces—like buildings, cars, or even people—to create the illusion of movement, depth, or transformation.
Unlike traditional flat-screen video, 3D ad projection relies on advanced software to align visual content with the physical geometry of the projection surface. The result is a highly engaging, often surreal experience that can surprise, entertain, and captivate an audience.
How Brands Use Projection Mapping for Marketing
Brands across industries—from fashion and automotive to food and tech—are embracing projection mapping advertising as a cornerstone of experiential marketing. Here’s how companies are incorporating it into their campaigns:
1. Building-Sized Advertisements
Brands are lighting up cityscapes by transforming entire buildings into 3D advertisements. Instead of static billboards, they’re offering dynamic, storytelling experiences. These high-impact projections not only attract foot traffic but also generate viral social media content.
2. Product Launch Events
Whether it's launching a new sneaker or unveiling a concept car, projection mapping helps brands build hype and anticipation. It’s often used to introduce new products by animating them in stunning, hyperrealistic ways that would be impossible with traditional media.
3. Retail & Pop-Up Experiences
Retailers use branded projections within their stores or pop-up installations to create immersive shopping environments. Projection-mapped mannequins, product walls, and interactive fitting rooms captivate customers while reinforcing the brand identity.
4. Sponsorship Activations at Live Events
From music festivals to sports tournaments, brands often sponsor experiential booths that feature projection mapping. These installations offer Instagrammable moments that encourage user-generated content and boost digital engagement.
5. Guerrilla Marketing Campaigns
Some brands go rogue—projecting visuals on unexpected urban surfaces like subway tunnels, parking garages, or monuments. These guerrilla tactics often go viral, especially when they align with cultural moments or current events.
Case Studies: Nike, BMW, Coca-Cola
Let’s look at how industry giants are using projection mapping to revolutionize their advertising strategies.
Nike: Igniting Energy with Projection Mapping
Nike has long been a leader in blending sport, art, and technology. For the launch of the Nike Hyperdunk sneakers, the brand executed a breathtaking projection mapping show on a basketball court. The visuals reacted in real time with athlete movements, transforming the floor into a digital arena of fire, water, and electricity.
Outcome:
Over 10 million views across social media platforms.
Drastic increase in foot traffic to flagship stores.
Positive press coverage highlighting Nike’s tech-forward image.
Nike’s strategy reflects the power of experiential marketing powered by projection mapping—it turns the brand into an immersive, unforgettable experience.
BMW: Redefining the Car Launch Experience
For the launch of the BMW 7 Series, the brand went beyond traditional car expos. They created a stunning 3D ad projection experience that showcased the vehicle’s internal mechanisms, aerodynamics, and lighting systems—all projected onto the physical car.
Outcome:
Boosted pre-orders in key European markets.
Strengthened BMW’s identity as a luxury tech innovator.
Extensive media coverage and user-generated video shares.
By using 3D ad projection, BMW brought engineering to life in a way that brochures or TV ads could never achieve.
Coca-Cola: Bringing Joy to the Streets
To celebrate the holidays, Coca-Cola created a public installation where buildings came alive with animation. The projection mapping show featured classic holiday icons, dancing polar bears, and Santa Claus delivering Coke. This campaign blended nostalgia with modern tech.
Outcome:
Increased brand engagement during peak retail season.
Thousands of real-time shares using the campaign hashtag.
Elevated emotional resonance with family-oriented audiences.
The event showcased how projection mapping advertising can humanize even the biggest corporations by tapping into universal emotions.
Impact on Brand Perception and Consumer Interaction
Emotional Resonance and Memory Retention
Studies in consumer psychology show that emotionally charged visual experiences are remembered more vividly. Projection mapping taps into this by creating emotional, awe-inspiring moments that last in the viewer’s memory.
Brand Differentiation
In an age where attention spans are fleeting, projection mapping makes your brand impossible to ignore. It positions your company as innovative, daring, and forward-thinking—traits highly valued by modern consumers.
Interactivity Enhances Engagement
Some campaigns incorporate interactive elements, such as gesture-controlled visuals or voice-activated triggers. This interactivity deepens consumer involvement and encourages longer engagement times.
Social Media Amplification
Because projection mapping is inherently visual and dramatic, it’s tailor-made for social sharing. Attendees become brand ambassadors, broadcasting your content far beyond the original event.
ROI and Metrics for Projection-Based Campaigns
Measuring return on investment (ROI) in projection mapping advertising may differ from traditional digital ads, but it’s just as data-driven.
1. Foot Traffic and Dwell Time
Brands can use motion sensors, geolocation apps, or on-site QR scans to track how many people physically engaged with the installation and for how long.
2. Social Media Metrics
Metrics such as:
Hashtag usage
Video shares
Influencer amplification
Engagement rates (likes, comments, reposts)
All these provide insight into the campaign’s digital footprint.
3. Brand Sentiment Analysis
Social listening tools can evaluate how people are talking about your brand post-campaign. Are they calling it “innovative,” “beautiful,” or “unforgettable”? That’s a brand perception win.
4. Conversion Tracking
Even though projection mapping is mostly top-of-funnel, strategic use of CTAs—like QR codes leading to landing pages—can capture direct conversions or newsletter sign-ups.
5. Media Coverage and PR Value
Earned media (free press mentions) can be tracked for estimated PR value. If your campaign goes viral or is featured in publications, that visibility can be worth tens or hundreds of thousands in media dollars.
Tips for Marketers and Creative Agencies
If you're ready to dive into projection mapping advertising, here are expert tips to ensure success:
1. Collaborate with Experienced Technologists
Projection mapping requires advanced technical expertise—from 3D modeling and content design to spatial calibration. Partner with seasoned specialists who understand the creative and engineering sides.
2. Match the Message to the Medium
The most effective campaigns use projection mapping to tell a story or reveal something unique. Don’t just dazzle; deliver a clear brand message woven into the visuals.
3. Scout the Right Surface
From domes to staircases, not all surfaces are equal. The physical canvas will influence content design, projection angles, and viewer experience. Conduct location tests before committing.
4. Plan for Environmental Conditions
If outdoors, consider weather, lighting, and crowd control. Clear night skies and urban foot traffic are ideal for visibility and exposure.
5. Think Multichannel
Extend your campaign’s reach by integrating projection mapping with online promotions, influencer content, behind-the-scenes videos, and post-event email nurturing.
6. Prioritize Accessibility and Inclusivity
Ensure that your content is visually accessible (consider contrast, motion sensitivity) and that installations accommodate all audience types.
7. Measure Everything
Install tracking tools and integrate analytics from the beginning. Whether it’s social metrics, foot traffic, or QR scans, data will justify your spend and guide future strategies.
Conclusion: The Future of Advertising Is Illuminated
In an era of information overload and banner blindness, projection mapping provides a luminous path forward. It brings marketing out of the screen and into the real world—where it can captivate, inspire, and convert audiences like never before.
As more brands shift toward experiential marketing, the line between art, advertising, and entertainment continues to blur. With measurable results, scalable options, and immense creative flexibility, projection mapping advertising is no longer a novelty—it’s becoming a standard.
At Scale Up Spaces, we help brands harness the power of cutting-edge visual technology to tell stories that resonate. Whether you’re planning a product launch, immersive event, or interactive display, our projection mapping solutions bring your vision to life—brighter, bolder, and bigger than ever.