Aussie band Last Dinosaurs are to perform the world’s first 'gig' in a magazine page thanks to augmented reality platform Aurasma.
The performance from the Fiction-signed band will take place in the October issue of The Fly magazine courtesy of the Aurasma Lite Augmented Reality App.
Readers who point their smartphones at an advert for the band’s new album In A Million Years will see the magazine page disappear and the band start playing new single Zoom.
The activity is a collaboration between Universal Music UK label Fiction and creative agency Superhero as part of the album’s promotional campaign.
Fiction Product Manager Lisa Ward said "We wanted to engage with core music fans in a surprising and original manner and, by doing so, create a talking point for the album's launch."
Aurasma is an augmented reality platform created by Autonomy Corporation. Primarily designed for 3G and 4G mobile devices, it uses the device's video camera to recognise pre-trained images and overlay an image or video so that the video tracks as the camera is moved.
Universal also teamed up with the company to help promote new Rolling Stones Best Of compilation Grrr!