Holograms are the next big thing. First, Microsoft showed off its Hololens in the recently concluded E3, and now supermarkets are using holograms to advertise products.
Mondalez International, Kraft's Global Snacks Division, did a clever bit of advertising when it unveiled the first holographic displays in a supermarket.
The one of a kind (for now) display is the crux of a marketing salvo that is centered round soccer, probably as a nod to the ongoing FIFA Women's World Cup. The ad campaign "Pass the Love" features a revolving soccer ball with the logos of Chips Ahoy, Honey maid and Ritz, "the official snacks of US soccer," prominently displayed. The hologram also shows a brief clip of American soccer player Alex Morgan.
When shoppers look at the Mondalez ad, they will see a soccer ball that looks like it is floating and spinning. In actuality, what happens is a holographic projector that is positioned on a shelf beams the image of a soccer ball onto a translucent screen.
The holographic ad can be seen at select Food Lion, K-Mart and Price Choppers stores all over the country. A press release from Mondalez has the company admitting that it is looking into the idea of using more of this type of ads in the very near future.
However, Mondalez is not the only company looking into the pros and cons of holographic displays. Nike put the technology to good use in 2013 when it showed 3D models of its shoes around Amsterdam. Nokia also went through the same advertising route to showcase some of its products at a mall in Eastern Europe.
A Duane Reader pharmacy in Manhattan hints at the myriad of possible uses the technology will have in the future. In this case, the human hologram greets customers as they go in.
Now, aside from being used as a glorified greeter at a shop's entrance, the technology can be used to convince shoppers to buy a particular product. It can also be used to see a game more clearly as what the Hololens showed.