1D Day to feature augmented reality content through Zappar
Saturday 23 November officially marks 1D Day with One Direction fans able to gain access to exclusive content thanks to a partnership between Sony Music and augmented reality (AR) platform Zappar.
On Saturday a seven-hour YouTube stream will be broadcast to millions of 1D fans worldwide, with programming filmed live in Los Angeles complete with special features, celebrity guests, global link-ups and fan created content.
During the course of the stream users are invited to zap their screen with the free-to-download Zappar app to uncover exclusive videos, images and interactive features from the band. Fans will also be able to share their content on social media via Zappar, and be in with the changes of seeing their content during the event.
“1D Day is all about the fans and we’re so pleased to be able to bring them this additional content in such an innovative and engaging format with the Zappar app.
"We’ve had great success with Zappar before with the 1D Picture Book. We know our audience are avid second-screeners so it makes total sense to link the two and encourage social sharing in this way for the first time,” said Sony Music head of digital marketing, Genevieve Ampaduh.
Caspar Thykier, co-founder of Zappar, added: “This is sure to be a massive global event and we’re really proud to be delivering a world first with this feature. 1D are a truly great British export for music and we hope that Zappar can be the same for groundbreaking AR technology.”
An on-screen zapcode will appear during the course of the appointment-to-view broadcast event alerting viewers that it’s time to zap, more than 20 interactions are scheduled over the course of the day.