VOLUMETRIC VIDEO PROJECTION (VIDEOMAPPING): A NEW TOOL FOR INTEGRATED MARKETING COMMUNICATIONS

UDC 339.1:658.8

 

Khoroshun Nikolay Vladimirovich – PhD (Economics), Assistant Professor, the Department of Production Organization and Real Estate Economics. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: n_khoroshun@mail.ru

DOI: https://doi.org/ 10.52065/2520-6877-2024-280-11.

 

Key words: tool, complex, integrated marketing communications, volumetric video projection, 3D-model, videomapping, demonstration, reality, effect.

For citation: Khoroshun N. V. Volumetric video projection (videomapping): a new tool for integrated marketing communications. Proceedings of BSTU, issue 5, Economics and Management, 2024, no. 1 (280), pp. 90–97 (In Russian).

DOI: 10.52065/2520-6877-2024-280-11.

Abstract

In the article, the author considers volumetric video projection as a new tool for integrated marketing communications (IMC). The importance of the implementation of three-dimensional video projection and (or) demonstration of 3D-models on various objects of the surrounding reality in the further developmentof the IMC complex and marketing of the business entity as a whole is emphasized. The stages of development of this IMC tool from the creation of the first animation to modern three-dimensional video projection and (or) demonstration of 3D-models are presented. The classification of techniques and features of the implementation of volumetric video projection are given. An algorithm is proposed for the course of implementation of the concept of the idea of implementing a three-dimensional projection and (or) projection of a 3D-model from the point of view of marketing of a business entity. It is noted that at present, three-dimensional video projection and the created 3D-model can be demonstrated to the target audience by projecting them onto various objects, including static (glass, window, building facades, structures and others) and dynamic (locomotives, cars and others) objects the environment. The author concludes in the article that volumetric video projection (videomapping), as a tool of the IMC complex, is a form of non-personal and (or) mixed presentation of a planned message by demonstrating video projection (videomapping) with (without) sound on a specific physical object, taking into account its geometry and location in space. At the same time, the combination of various video projection demonstration techniques with other tools of the IMC complex allows you to maximize the positive synergistic effect, providing the target audience to fully immerse themselves in the atmosphere of interfacing reality

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26.01.2024