It’s the second in our series exploring how marketers can use specific video techniques to meet their business objectives. We’ve already shown you how you might use animation and 3D motion graphics, this week stereoscopic 3D is in the spotlight. Just as with any video marketing tool, it is important to ensure that you know why you are using this particular technique. It’s not enough for your final 3D video just to look good, it needs to be working hard to meet your business objectives and delivering high ROI.
Attract audiences at exhibitions
Just as 3D has been employed by Hollywood movies to pull audiences to the cinema, stereoscopic 3D can help brands stand out in the crowded space at exhibitions and events.
Leading fashion brands have used 3D creatively to bring their catwalk to life. Hugo Boss employed 3D as part of an integrated digital and social media campaign along with live streaming of its catwalk show in Beijing. 3D elements were added across all the brand’s social channels including on YouTube with a trailer of the event. The important thing to take-away is that they maximised the power of 3D for their brand by integrating it effectively across all customer and fan touchpoints.
3D can also help to attract and retain audiences at events, especially if it is promoted well. We created a 3D-led campaign for engineering firm CPME that attracted attendees to the stand and helped to keep them there. Once attendees put on their 3D glasses and are engaged, they tend to watch the whole film. To create noise about the exhibition, we made a movie trailer in 3D anaglyph and mailed it out to the prospective audience with 3D glasses.
Bring a product to life
3D can bring a product or concept to life by showing it in great detail, helping to explain complex ideas, this can be especially useful in the technology and engineering sectors. A great example of this is the documentary we created for the Canon Expo in Paris, to show visitors to their exhibition more in depth information about the brand’s 3D solutions. The film played on a loop at the event and proved to be quite an attraction with queues going round the corner keen to see it.
3D social campaign
The social media sphere is full of noise, it’s a continual challenge for brands to be heard and cut through. 3D could help as it literally makes an ad stand out. Whisky brand Jameson tried this technique for its St Patrick’s Day campaign by creating the first 3D video advert for Facebook and Instagram. In one video a bartender throws a glass down the bar at the viewer and in the other he pours shots. This social campaign encouraged its audience to join in with the hashtag #longlivetheshot inviting them to share bar’s eye view.
3D flythroughs
A 3D walk through or fly through can show buildings in their best light. Recently we created a 3D flythrough for the University of Birmingham. The film was shown at an event with 250 attendees showing the latest developments at the university. The 3D filming techniques added impact making this university campus stand out.
We hope you feel as excited as we do about the marketing possibilities of 3D. Check out our 3D showreel and feel free to get in touch to discuss how this video technique could help your business stand out.
(and if you need 3D glasses to watch any of our films, just ask.)