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Here’s a Fantastic, Digitally Immersive Experience From a Brand That Makes Tractors

The name John Deere, isn’t usually what comes to mind when you talk about innovative digital experience marketing. However, the agricultural machinery manufacturer is one of the few companies effectively utilizing a new technology called projection mapping.

Essentially, projection mapping uses unorthodox objects and spaces as a canvas to display highly intricate, highly defined projections. A Chicago company at the forefront of this technology, Next/Now, took charge of this truly awe inspiring activation.

Janna Retzler, client experience manager for Next/Now, told The Hub a bit about the creative process behind the project. “John Deere wanted to train their sales force and educate interested parties about the new features in the newest model tractor, the 8R series,” says Retzler. “Because only a limited number were built, Next/Now was hired to come up with a way to show the new tractors without having them there.”

Next/Now’s solution was to wrap an older model tractor in white, and by using projection mapping, project the image of the new tractor and its new features onto it. The installation also showed the tractor in various environments, with added music and over-the-top special effects to make it an entertaining experience for the viewers.

The John Deere example is only one of a myriad of potential uses and applications for this technology. Projections can thrive anywhere from public parks, vacant lots, building faces, events, concerts, meetings and even trade shows/exhibitions. 

As clients change, so do their reasons for using this versatile technology. “Sometimes, the client’s goal is simply to wow their targets, and sometimes, as in the case with John Deere, they want to show something that has not yet been created.” says Retzler. “Using the Projectionism technique, we are able to create not only visuals, but an experience that people will remember and talk about long after it is over.”

Next/Now has developed its own, unique form of video mapping called “Projectionism” which allows individuals to physically interact with the projected display on a massive scale. Move your hands to shoot basketballs at a brick building face to chip away a photo of Derrick Rose? Sure! Swipe your arms to select the next page of information at a Mini Cooper Exhibition? Okay! 

And don’t think Next/Now has left social media out of this equation. Not only do projection mapping activations provoke viewers to whip out their phones and share videos/images online, Projectionism also allows for guests to post the outcome of their interaction with the digital projection directly onto their account pages. 

“The main goal of an activation is to incorporate the brand message. We have found that there are limitless ways to apply this to a brand experience and create a brand connection,” says Retzler.

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