The Who?s app leverages mobile 3D images to mark golden anniversary
Developed with Universal Music, Trinifold Management and Immersive, the free app includes rarely seen photos, images and memorabilia from the band?s archive, including unseen images from founder and lead singer Roger Daltrey?s personal collection.
?Rock and mobile have more in common than you'd think,? said Yoni Solomon, manager of marketing at Chicago-based Vibes. ?Both are vibrant, interactive and visual. When taking people on a rock n' roll journey, there's no better tool to guide the way than mobile!?
Oculus rift
The 3D images include a pinball, referring to ?Pinball Wizard,? a song included on the 1969 rock opera, Tommy, and a magic bus, a reference to the 1968 hit by the same name.
Well-suited for the mobile age.
An oculus rift virtual reality version that would let fans use a headset to have a 360-degree perspective of the content is to come out early next year.
The app?s release is timed to support and coincide with Universal?s issuing of the band?s compilation album, The Who Hits 50!
In the app, the user enters a virtual tent to hear each of the 42 tracks and explore relevant imagery and quotes. Certain tracks allow the user to decide how he or she wants to see and hear the content, currently the song, ?My Generation.? In the forthcoming months, new areas and experiences will be available.
Updates will let users enjoy a relationship with The Who through virtual access to the group?s upcoming world tour beginning Nov. 30, although details were not provided.
Users of the app will be able to use their preferred streaming platform to listen as well as purchase tracks via iTunes or Google Play.
The Who had a reputation for rebellious behavior, vividly expressed in their smashing of their instruments at the end of each performance.
Songs like ?My Generation? aimed to be the voice of teen-aged fans.
?I'm not a fan of smartphones but have to admit they do open up huge possibilities to entertain and educate,? Mr. Daltrey was quoted in Billboard. ?The music business needs to use every avenue possible to keep the fans and the music in close contact.
?This app will hopefully teach our newer, younger fans everything they might want to know of our history, and hopefully unearth some odds and sods for our older ones,? he said.
The Who?s in-your-face attitude fits the mobile revolution, which has let users take control of their media choices.
For instance, many car brands are building tie-ins with music offerings coupled with mobile and social platforms, taking control of content to reach younger buyers who resist traditional advertising campaigns.
Automakers such as Toyota, Mazda, Ford and Honda have all announced mobile and social-driven music tie-ins to reach buyers who lack their Baby Boomer parents? interest in cars or traditional ad spots.
In August, Toyota promoted its Sienna minivan through its socially driven ?Swagger Wagon Wagon 2.0" campaign, featuring hip-hop artist Busta Rhymes, and paired up with Mexican singer-songwriter Ximena Sarinana in a social media experience.
Active role
Music has always taken an active role in our culture. Now, more than ever, people have a vast array of channels to consume music and discover new artists.
While in the past, radio was seen as one of the only ways to listen to music, now communities and fan bases are built on social channels, giving people new ways to choose their music listening preferences.
Showing the power of 3-D.
The rise of choice and the ability to personalize the music experience in an unprecedented granular way has shed light on new audience segmentation where brands can effectively emotionally connect with the user.
?The Who made a huge impact by connecting to a generation of teenagers,? Mr. Solomon said. ?Now with mobile, The Who have a chance to connect with an entirely new generation of teens.
?Mobile is the way younger fans consume content, and with a legendary band like The Who using it, there's no doubt that their music and legacy will live on, powered by mobile,? he said.
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.