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Rock band Kiss invites fans to sit in via app, smartphone camera

Rock band Kiss is inviting fans to download a mobile application that leverages smartphone cameras to put them inside the group decked out in its signature face paint and science fiction style outfits.

The Kiss Official Photo App lets fans adopt the Kiss look through the band?s official makeup, costumes, instruments and iconography.  Coming on the heels of the unveiling of The Who?s app and Kiss?s appearance in the 88th Annual Macy?s Thanksgiving Day Parade last week, the app is an example of how mobile is introducing Baby Boomer-era rock groups to new fans.

?Interactive experiences are a big part of mobile marketing, and creative apps like this make mobile marketing fun,? said Yoni Solomon, marketing director for Vibes, Chicago. ?It's effective because it keeps KISS top of mind and top of phone, all while allowing fans to have fun with their phones like never before.?

Parade appearance
Kiss?s iOS-supported app was launched last week to whet interest in the band?s appearance in the widely watched Macy?s Thanksgiving Day Parade. Versions for Android smartphones and the Apple iPad will follow early next year.
 
The app, featuring imagery licensed by Kiss? global brand management agency, Epic Rights, lets fans experience the spirit of Kiss and deepen their bond with the band in a fun, interactive way. 

Borrowing the Kiss style.

Users swipe or pinch the content to edit their images. They can select from an array of Kiss visuals, including band members? photos, makeup, costumes and accessories and instruments. 

Animated emoticons, album art, photo frames and editable body imagery round out the package.

The app also includes a texting feature that sends Kiss-styled emoji and animated GIFs to friends and other Kiss fans. Links to Kiss?s Facebook, Twitter and YouTube pages also are included.
 
The app will also be the focal point of periodic Kiss Me! contests, where fans can submit Kiss-styled photos to win band memorabilia, apparel, and even trips to see the group perform and meet its members backstage.

The app will be enhanced over time with new visuals, features and styles.

This month, a new feature, Kiss Yourself, will let users put their images 
into the middle of a Kiss concert video.

Hall of Fame
The app from Kiss, which marks its 40th anniversary this year and recent induction into the Rock and Roll Hall of Fame, follows the unveiling last month of a new app from British rock legends The Who that leverages three-dimensional images to celebrate moments and landmarks in the band?s 50-year career.

Increasing fan base via mobile.

Developed with Universal Music, Trinifold Management and Immersive, the free Who 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. 

?Growing up, I was a big Kiss fan!? Mr. Solomon said. ?They were larger than life and no one mixed theatrics with rock, quite like they did. Now, thanks to my smartphone camera ? it has never been easier for fans to put themselves right on stage with the band. 

?These interactive mobile experiences allow a new generation of fans to connect with rock bands ? all through their smartphone's camera,? he said. 

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York