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Robbie Williams Augmented Reality Aurasma

Robbie Williams partners with Aurasma to launch augmented reality activity


By Jennifer Faull | Deputy Editor

December 6, 2012 | 2 min read

Robbie Williams has turned his latest album Take The Crow into an augmented reality advent calendar, giving fans a new piece of video content every day in December.

Fans that have downloaded the Robbie William app can access the calendar by holding their smart phone or tablet over the album cover. The 3D function has been powered by Aurasma.

Additionally, Robbie has announced the launch of a competition for fans in which the winner’s prize is delivered through augmented reality. Fans have been asked to submit entries to create a ‘different’ version of the Take the Crown album cover. The winner will then have their idea recreated in 3D and will be able to see their own design come to life from the album cover.

Matt Mills, head of partnerships at Aurasma said: “The advent calendar is a fantastic way for fans to unlock exclusive Robbie content this Christmas, adding a new dimension to the album’s incredible artwork by Tom Hingston Studio. Fans love discovering this new dimension to Robbie and we hope they are equally excited about having the chance to see their own creations turned into a (virtual) reality.”

Robbie Williams Augmented Reality Aurasma

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