Taylor Swift delivers 3D experience for fans via augmented reality
By Chantal Tode
November 14, 2012
Taylor Swift's album triggers augmented reality experience
The official Taylor Swift mobile application has been updated to include an augmented reality experience that is triggered when users interact with the singer’s new album, Red.
The news is a reflection of how musicians and other artists can use mobile to engage with their fans. Mobile users can point their smartphones at the Taylor Swift album, the packaging for her Wonderstruck fragrance and at Walmart displays to trigger exclusive 3D video content.
“Music is more than just a static experience, so using augmented reality is a critical choice for musicians to further engage their fans and offer them something much more interactive than standard album artwork,” said Matt Mills, global head of sales at Aurasma, London.
“It is important for forward-thinking labels like Big Machine Records and influential artists such as Taylor Swift to adopt this strategy – with her large fan base, adoption of augmented reality will surely rise as fans see the benefits of getting more of the Taylor experience than just her picture,” he said.
“By offering exclusive content only discoverable through this fun mobile experience, Big Machine is strengthening the connection between Taylor Swift and her tech-savvy fans.”
Point of view
Big Machine Records, Ms. Swift’s record label, partnered with Aurasma to bring augmented reality to the official Taylor Swift mobile app.
Users who have download the app can access exclusive video content featuring Ms. Swift talking about the inspiration behind the Red album artwork by opening the app's augmented reality feature and pointing the device's viewfinder at a still image featured on the album.
The app can call also be pointed displays in select Walmart stores containing Ms. Taylor’s new album and fragrance.
The display includes a step-by-step call-to-action informing shoppers to download and open the Taylor Swift mobile app, tap on the Aurasma augmented reality feature, and point the viewfinder at the artwork.
Additionally, more content is unlocked when users hold their phones over the fragrance’s packaging.
Instructions about how to access the augmented reality content appear on in-store Walmart displays as well as Taylor Swift's official Web site, Twitter feed, and Facebook page.
The Taylor Swift app will also bring content to life on her Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.
Going forward, the mobile app will feature additional augmented reality content.
The Taylor Swift mobile app is available for free in the Apple App Store and Google Play.
Musicians such as Ms. Swift are gravitating toward augmented reality as a way to help them drive brand recognition, increase click-throughs to their Web sites and drive album or concert sales.
“Aurasma has already partnered with a variety of music artists including The Rolling Stones, Rick Springfield, Carrie Underwood, and several more, to create unique experiences and content to engage with fans,” Mr. Mills said “The use of augmented reality is increasing across all industries as brands in general seek out more innovative and unique ways to draw attention to their products and services.”
Chantal Tode is associate editor on Mobile Marketer, New York
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