Sony Music has partnered with Zappar for the global release of the One Direction Zappar Powered Picture Book app, coinciding with the launch of the band’s second album ‘Take Me Home’.
Purchasers of the Limited Edition Picture Book box set will be able to take advantage of exclusive One Direction content by using the free-to-download augmented reality app. To find the content users simply need to open the app and point their device at the pages as they flick through the book like a spy-glass to bring some of the pages to life.
Genevieve Ampaduh from Sony Music commented: “We wanted to give One Direction’s fans something extra special with this Limited Edition Year Book. With our partners at Zappar we’ve been able to add a little bit of magic dust to proceedings and literally bring the book to life turning it into a multi-media experience from your smartphone or tablet.”
Managing director of Zappar, Caspar Thykier, added: “We’ve worked with some fantastic brands in the last 18 months but there are few as big as One Direction right now. This app shows what’s achievable with AR in publishing to deliver bite-sized entertainment that hopefully will bring a smile to the faces of the 1D faithful.”