T in the Park has today unveiled its 2012 line-up with AR platform Aurasma, with fans able to find out who is playing by pointing their smartphones at a series of posters across Scotland, and press ads throughout UK.
Fans would see the festival ad image melt away to reveal a video announcing this year’s acts, including Stone Roses, Florence and The Machine and Noel Gallagher’s High Flying Birds.
Martina King, managing director of Aurasma, said: “We are excited to announce T in the Park as the first music festival to use Aurasma to augment their print advertising. For the first time ever, fans of T in the Park will simply have to point their Aurasma enabled phones at posters advertising the event to discover the line-up play at the internationally renowned event. It is brilliant to see Aurasma being used to create an entirely new and fun way of talking to music lovers the line-up for a festival.”
When the video was finished, users were invited to share and to comment directly on the event’s Facebook page.
The video was used in conjunction with traditional media announcements, radio alerts and a series of Twinterviews on @tinthepark.
Lisa Maule, marketing and communications director at festival promoters DF Concerts, said: “The development of social media and new technology means that the music fan’s appetite for consuming music and information has changed. In a way, festivals and other brands have to begin thinking like media owners recognising that fans now expect us to engage directly with them in a two-way conversation. By using Aurasma to unveil the line-up, we’re enabling fans to discover, download, share and discuss – all from their smartphones.”