Behind the Scenes of 3D Projection Mapping with Wrigley 5 Gum

Ever considered using 3D projection mapping for your next guerrilla campaign? It’s a great way to generate a large impact and create a memorable experience for your audience. Creating a 3D projection mapping campaign can take anywhere from 1 to 6 months to plan out and execute.  This article builds on another one of our articles, “How to Run A 3D Projection Mapping Campaign.” This project was part of the Wrigley “5” gum events that took place in Johannesburg and Cape Town, South Africa. A world first for it’s user generated content created on the website and mapped onto a building with real time iPad control for consumers at the projection mapping events.

The Challenges

The biggest challenge was ensuring that the mapping of the building remained as accurate as possible from the start. The mapping diagrams we provided to the project were utilised by Swedish design house North Kingdom to create the website experience for the user and the dynamic content generator engine. We decided to work in HD resolution for this project which was also a challenge as it increased all the render times but in the end it was the correct decision.

The Results

Wrigley wanted to engage with the consumer in an entirely new way – by having them create their own projection mapping sequences via a special website. Then the best of them were selected for the building projection events which took place over two nights per city. The focus was user-generated sequences, combined with additional 3d sequences which we created – all of this effected and manipulated in real time via an iPad control system. So if somebody’s sequence was not shown on the night they still had their chance to interact with the building via an iPad. These video mapping events served as part of a larger social media campaign designed to get people to the Wrigley 5 Gum music events which happened one week later in the same two cities – Johannesburg & Cape Town. It was a great success as both music events were packed full to capacity.

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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