The Rolling Stones, ABKCO Music, Universal Music and Aurasma have launched an global campaign in 50 cities across the world with 3D augmented reality technology for the band’s GRRR! Greatest Hits album.
Spanning five continents, 50 cities and 3000+ locations, buildings including landmarks such as Big Ben in London, New York’s Empire State Building, Tokyo’s Skytree and the Sydney Opera House have been tagged with a variety of virtual 3D gorillas ‘King Kong style’, modelled on the GRRR! album artwork, making it the biggest global augmented reality music campaign to date.
Over the month, the related free uView app is available to download in preparation for the announcement of GRRR!, in order to watch the cover come to life.
From today, customers can use the app to find their nearest tagged location and watch the GRRR! artwork in 3D animation, plus some additional exclusive content and the facility to pre-order it.
In further celebration of The Rolling Stones’ five decades, fans will be encouraged to take photographs of the Gorilla animations in action and share them on an interactive Fan Wall.
The uView app and augmented content was developed in partnership with Aurasma, the leaders in image recognition and augmented reality technology.
Deborah Hyacinth, vice president of Digital Marketing at Universal Music Group said: “The album reveal created a real buzz on social media. The 50 cities stage adds another level of interaction to this global campaign, giving fans that little bit extra to mark such a fantastic lifetime achievement. This pioneering use of mobile technology extends The Rolling Stones’ reputation for innovation and imagination.”
GRRR! by The Rolling Stones is released November 12.