Marketing in 3D
Marketing in 3D. It’s an interesting concept, but what exactly does it mean?
With the use of personalised and real time marketing on the increase, the current technological climate provides much more versatility when devising ways to reach your target market.
But the latest, and one of the most interesting techniques, is the use of 3D printing in marketing campaigns. The rise of 3D printers, at comparably affordable prices, means the technology is becoming more readily available.
Three dimensional printers allow for data to be received in a digital format, and a three dimensional item to be printed in a range of materials.
Although still somewhat futuristic in the eyes of many, the technology is beginning to appear more often in clever marketing campaigns.
We’ve put together a few examples of ways companies have utilised 3D printing in their marketing recently.
Asda, a United Kingdom supermarket chain, is trialling a 3D printing service at one of its stores in which customers step into a scanner and a miniature version of themselves is printed in 3D while they shop.
And it’s not just customers Asda can scan – pets are welcome too, and even cars. Whatever the object in the scanner, it takes just two minutes to scan the surface area of the subject. The shape is then recreated in 3D by spraying a ceramic fluid in thin layers to create an object.
Coca-Cola Israel also cleverly used 3D printing in a recent marketing campaign. Called, ‘Mini-Me’, the campaign offered customers a special reward – a miniature version of themselves, printed on the spot in their Israel factory.
The campaign was centred on the promotion of Coke’s new mini bottles, and customers were asked to create mini versions of themselves via a mobile app and take care of them, (in the same vein as a Tamagotchi). Customers were then selected and rewarded by being invited into the Coke HQ, scanned, and having a miniature version of themselves printed in coloured sandstone.
Nokia is on board with 3D printing too, but they are taking it one step further, offering customers the option to design a case for one of its mobile phone models, and then print it out on a 3D printer. Nokia provides the basic files, which can then be customised to suit an individual’s needs, such as the addition of a belt clip or a mount to attach to a bicycle.
Have you tried 3D printing? Would you incorporate it into your marketing strategy?