A Primer in Holographic Marketing

Groove Jones is a Texas-based technology company that produces augmented and virtual reality interactive applications and digital experiences. It has used holographic techniques to great effect in some of its work and has now produced a useful primer: ‘Holograms 101 and Their Use in Today’s Marketing’.

The primer makes it clear from the outset that it is not talking about augmented, virtual or mixed reality technologies that rely on wearables to provide solid and realistic imagery, but does include references to holoportation technologies like Microsoft Holoportation and Proto.

Starting from the Pepper’s Ghost optical technique popularised for theatrical purposes by John Henry Pepper in Victorian times (see HN November 2022), the article skips 150 years to the use of a semi-transparent screen angled toward the crowd to create a lifelike ‘holographic’ projection of the late rapper Tupac Shakur on stage at the 2012 Coachella Music Festival, performing alongside living artists Snoop Dogg and Dr Dre.