The Darkness have unveiled an official app to coincide with the release of their third studio album Hot Cakes.
The band released a promo video for the app which features augmented reality technology enabling users to unlock exclusive video content by holding their smartphones or tablets over the album cover and merchandise.
Fans can also generate a virtual Justin Hawkins using the augmented reality system and take their picture with him.
The app was built by specialist music and technology agency PIAS Media on behalf of the PIAS Entertainment Group.
Hawkins said of the product: “The Darkness app contains Aurasma’s rather interesting image recognition technology which is great for fans as it is really going to make all of their Darkness memorabilia come to life.”
Seth Jackson, MD of PIAS Media, commented: “Aurasma is a technology that could fundamentally change the way the music industry delivers content to fans. For The Darkness we are using it to bring the album artwork to digital life, connecting fans and their mobiles to physical CDs and other merchandise.
“We have got a number of other exciting projects for [PIAS] in the pipeline using Aurasma so music fans should stay tuned for the latest developments.”
The app is available to download via the App Store and Google Play. The band’s latest LP, Hot Cakes, is currently stands at number 26 in the UK album charts.
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