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Magnetic 3D, Mowalla form new JV for 3D DOOH

April 1, 2013

Magnetic 3D, a provider of autostereoscopic, "glasses-free" 3D displays and digital signage solutions, recently announced the official launch of a new out-of-home media and experiential marketing subsidiary called Magnetic 3D Connect.

Magnetic 3D Connect builds on an already established relationship with Mowalla, an experiential marketing company based in Chicago, the company said. The joint venture utilized Magnetic 3D's glasses-free 3D technology to deliver elevated consumer engagement at the point-of-sale and in out-of-home marketing applications across the country. Magnetic 3D and Mowalla have a shared history of success on the execution of several projects for such brands as Southern Comfort, Woodford Reserve, IBM and Ticketmaster.

Most recently, the two companies provided their client with an interactive glasses-free 3D experience, promoting its ticket exchange program in multiple locations at Super Bowl XLVII. The campaign was part of the 21st NFL Experience, which was held at the Ernest M. Morial Convention Center in New Orleans. The campaign also included a "Last-Minute Ticketing Destination," which was designed and constructed by Mowalla and allowed visitors to purchase and sell Super Bowl tickets at the sponsor hotel.

Together, Mowalla and Magnetic 3D installed a total of five 46-inch Magnetic 3D displays featuring Enabl3D technology, which showcased several custom, high-definition glasses-free 3D sequences that featured renderings of logos and branding for sponsors of Super Bowl XLVII. In addition to the aforementioned graphics, Magnetic 3D also exhibited two different glasses-free 3D feeds that displayed and updated information in real-time. One feed was directly connected to Twitter and displayed event-related tweets while simultaneously encouraging fans to digitally interact with the event; the other was linked to the ticketing website and provided fans with current, up-to-the-minute information regarding fluctuations in Super Bowl ticket prices and subsequent availability.

The results of the companies' joint campaigns have been successful enough that the custom glasses-free 3D content for one campaign was recognized by Digital Signage Expo with a 2012 Silver Content Award under the joint venture's former name, Kinetik 3D. With Magnetic 3D assuming the role of majority stakeholder in the group, the Kinetik 3D joint venture will officially be rebranded as "Magnetic 3D Connect."

"Kinetik 3D proved to be a very successful experiment for both parties to ascertain and measure the effectiveness of glasses-free 3D in various marketing scenarios," said Tom Zerega, founder and CEO of Magnetic 3D. "Officially launching Magnetic 3D Connect as a subsidiary under the trusted Magnetic 3D brand is a welcomed progression that we have been looking forward to for quite some time. The launch will surely help both companies proliferate glasses-free 3D in the digital out-of-home marketplace further than ever before."

Learn more about 3D digital signage.