Innovative Types of Holographic Fans in Augmented or Mixed Reality in Brand Communications
DOI:
https://doi.org/10.28925/2524-2652.2026.123Keywords:
holographic 3D AR and MR fans, holograms, brand communications, promotion, advertising, PRAbstract
The article briefly outlines the evolution of holographic advertising and analyses all types of holographic 3D AR and MR fans as innovative and promising advertising media widely used in brand communications. The analysed holographic advertising media operating on a single fan and widely used in brand communication practices include holographic kiosks, stands, projecting signs, showcases, as well as point of sale boxes and portable floor and table fans with a stand, among others. It is shown that their integration into large-scale complexes (video walls, screens of bus shelters, citylights, or backlights) significantly increases the potential of visual marketing. In addition, systems based on LED fans that enable real-time holographic image broadcasting, 3D MR structures with modelling options, and 3D AR holographic slot systems are analysed. The article systematizes statistical data from several holographic equipment manufacturers regarding the effectiveness of 3D AR and MR holograms in brand communication practices. It is substantiated that holographic installations can serve as an effective alternative to traditional LED advertising media, contributing to the development and strengthening of brand positions in the market. The effectiveness of this technology in attracting the attention of the target audience and its impact on the memorability of the advertising message is emphasized. The companies whose cases were analysed in this study include “Bayer”, “Coca-Cola”, “Davidoff”, “DBS”, “Google”, “Mercedes”, “Peugeot”, “Philip Morris”, “Simple Wine”, “Walmart”, and “YouTube”. Although not all these cases are presented in the results of this study, their analysis allowed for a better understanding of the motivation of companies when choosing 3D AR and MR holograms rendered by fans as a means of brand communication. It also made it possible to identify the promotional goals and objectives of companies and even ways to integrate holographic technologies into marketing campaigns.
Downloads
References
Alves, R., Sousa, L., Negrier, A., Rodrigues, J. M. F., Cardoso, P. J. S., Monteiro, J., Gomes, M., & Bica, P. (2015). PRHOLO: Interactive Holographic Public Relations. Third International Conference on Advances in Computing, Communication and Information Technology (CCIT 2015). Institute of Research Engineers and Doctors. https://doi.org/10.15224/978-1-63248-061-3-74
Chavan, P., Bhatt, G., Ture, N., & Mathew, K. K. (2017). Real Time Video Streaming Using Holograms. International Journal of Advanced Research, 5(8), 1006–1010. https://doi.org/10.21474/IJAR01/5149
Christakis, A. M. (1994). Large Holograms in Traveling Exhibitions. Holographic Imaging and Materials, SPIE, 2043, 112–122. https://doi.org/10.1117/12.165568
HYPERVSN. (2015). Use Holographic Human to Get Top Results. https://hypervsn.com/holographic-human-for-purchase
Maleki Verki, M., & Piri, M. (2024). Using Holograms in Interactive Advertising. The 3 rd International Conference on Holography and its Applications. 17–18 August, 2024. Damghan University, Damghan, Iran. https://www.academia.edu/122807534/Using_holograms_in_interactive_advertising
Ramlie, M. K., Abdul Rani, M. K. A., Udang, M., & Shuib, A. S. (2016). The Effectiveness of 3D Hologram as a New Advertising Medium in Klang Valley, Malaysia. International Journal of Business and Society, 11, 1, 259–267. https://journalarticle.ukm.my/11448/1/14455-39848-1-SM.pdf
Sadek, S. S. (2019). Dynamic Hologram Shows as a Digital Advertising Entry for Commercial Centers. International Design Journal, 9, Issue 1, 77–90. https://digitalcommons.aaru.edu.jo/cgi/viewcontent.cgi?article=1261&context=faa-design
Shchehelska, Yu. P. (2021). Nosii zovnishnoi reklamy z dodanoyu realnistiu: klasyfikatsiia ta mozhlyvosti yikh zastosuvannia u promotsiinykh kampaniiakh [Outdoor Advertising Media with Augmented Reality: Classification and Possibilities of Their Application in Promotional Campaigns]. Polihrafiia i vydavnycha sprava, 1 (81), 113–127. https://doi.org/10.32403/0554-4866-2021-1-81-113-127 [in Ukrainian].
Shirkhodjaev, S. (2017). Holographic Marketing: How does the Implementation of Holographic Marketing Methods in Advertising Affect Brand Recognition and Brand Perception? Master Dissertation, Department of Economics, Bernburg-Leipzig, Germany. https://www.opendata.uni-halle.de/bitstream/1981185920/12762/1/Masterthesis%20Sergey%20Shirkhodjaev.pdf
The Impact of Holographic Style Displays in Museums and Retail Environments. A Research-Based Analysis for Decision Makers. Holographic Illusion Technology Research Team in Association with Perplexity (2025). Wollaston. Interesting AV.
Tyshchenko, I. A. (2023). Informatsiini tekhnolohii ekspluatatsii holohrafichnykh 3D vitryn [Information Technologies for the Operation of Holographic 3D Showcases]. Thesis for obtaining the scientific degree of Doctor of Philosophy in specialty 122 “Computer Sciences”, Kyiv, 150 p. https://knute.edu.ua/file/MzA3OTY=/8349cd5e8e9f1b85908632deafe49e8c.pdf [in Ukrainian].
