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Rolling Stones Universal Music Aurasma

The Rolling Stones unveils global campaign with AR for Greatest Hit album launch


By The Drum Team | Editorial

September 20, 2012 | 2 min read

The Rolling Stones, ABKCO Music, Universal Music and Aurasma have worked together to create a global campaign featuring 3D augmented reality technology to promote the band’s the band’s GRRR! Greatest Hits album.

Over 3000 locations such as Big Ben in London and New York’s Empire State Building have been ‘tagged’ by artist Walton Ford using King Kong style virtual 3D gorillas, modeled on the GRRR! album artwork.

Deborah Hyacinth, vice president of digital marketing at Universal Music Group, said: “The album reveal created a real buzz on social media. The 50 cities stage adds another level of interaction to this global campaign, giving fans that little bit extra to mark such a fantastic lifetime achievement. This pioneering use of mobile technology extends The Rolling Stones’ reputation for innovation and imagination.”

Rolling Stones fans all over the world have been invited to download the free uView app in preparation for the announcement of GRRR!, and from today they can use the app to find their nearest tagged location and watch the GRRR! artwork in 3D animation.

Fans are also being encouraged to photograph the Gorilla animations in action and share them through Twitter @RollingStones including #GRRR! in their tweet.

Matt Mills, head of sales at Aurasma, said: “The Rolling Stones are living legends with millions of fans around the world. We are absolutely thrilled that Aurasma has been chosen to help launch the new album and kick start the band’s 50th anniversary celebrations. Fans all over the globe will be able to lift their mobiles and see famous landmarks transformed with the band’s iconic imagery – a fitting tribute to the impact the Stones have had on the world.”

Rolling Stones Universal Music Aurasma

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