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Augmented Reality marketing gives new edge to music purchases

Corrina Cockayne (Total Immersion) - 20 November 2009

Augmented Reality marketing gives new edge to music purchases
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Total Immersion enables band performances live in your home via augmented reality packaging

Total Immersion logoLONDON -- Total Immersion, global leaders in augmented reality (AR) marketing are helping to give music purchases a new edge with their latest campaign for Universal Music TV/All Around The World artists N-Dubz. The project is Total Immersion’s first campaign for the music industry as AR starts to take off as the cutting-edge consumer experience-based marketing tool.

Platinum-selling group N-Dubz’ forthcoming album ‘Against All Odds’ out this week, on Universal Music TV/All Around the World features an augmented reality performance by the band, triggered from data embedded within the album artwork. When held in front of a home webcam, the artwork shows 3-D images of the band chatting to the viewer before giving an impromptu performance of the hit new single ‘I Need You’, all within the palm of their hand.

Consumers can turn the sleeve artwork around to view the band from alternative angles. The band members move as fluidly as they would if they were physically standing on the piece of paper being held.

Total Immersion UK sales director, Myles Peyton, says: “Augmented reality is really starting to take off as a marketing platform. Modern consumers are constantly seeking the latest brand experience and we believe the application of our groundbreaking technology within the marketing of a music CD will help to breathe a new lease of life into the physical music sales format.”

Buu-Kim Hoang-Le, Head of Digital & eCommerce, Universal Music TV, said: “We are always looking at innovative ways for our bands to engage with music fans. ‘Against All Odds’ is one of the most anticipated albums of the year, and we wanted fans to have a greater interactive experience with the album alongside the music.

“N-Dubz have a close relationship with their fans, and the fans play a huge part in their success. The augmented reality experience takes this further and brings fans a unique one-to-one experience with N-Dubz live and interactive in their homes.”                                                                                         

Total Immersion specialises in blurring the real and virtual worlds to create new consumer experiences. Other groundbreaking projects for Total Immersion include the opening of the UK’s first augmented reality exhibition at Nokia’s flagship Regent Street store in London to launch the new N97.

Total Immersion UK sales director, Myles Peyton, explains:  “Augmented reality is really starting to take off in the UK and revolutionise the way that firms market themselves.”

“Consumers nowadays are extremely technology savvy and companies which are using the newest innovations, such as AR, are really starting to stand out,” Myles adds.

“Although Total Immersion is still in its infancy in the UK, in France and the US, we are already working in a number of other different markets, from exhibitions and trade shows, to museums and tourist attractions,” he said.

“We have also developed a number of applications for company presentations, as well as for retail, publishing and consumer products.”

For more information about Total Immersion visit www.t-immersion.com, or contact Myles Peyton on 01932 895755, or e-mail myles.peyton@t-immersion.com.

ENDS                                                                                 

For N-Dubz press enquiries, please contact Simon Jones or Charlotte Sweeney, Hackford Jones PR on 0207 287 9788  or email simon@hackfordjonespr.com/ charlotte@hackfordjonespr.com.

For Total Immersion press enquiries, contact Corrina Cockayne on 0845 223 9889, or e-mail corrina@vpublicrelations.co.uk.

EDITOR’S NOTES

N-Dubz

N-Dubz have had an unprecedented impact on modern British youth culture; they are, in fact, nothing short of a phenomenon: selling over 500,000 albums, completing a critically acclaimed sell out debut UK tour, picking up three MOBO awards and scoring a No.1 single along the way.                                

Now, Dappy, Tulisa and Fazer truly ascend from the underground to claim mainstream domination with their brand new album ‘Against All Odds’. For more information about N-Dubz, visit www.ndubz.com.

Total Immersion

Total Immersion (www.t-immersion.com) is the global leader in augmented reality. Through its patented D’Fusion® technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream. Leading the augmented reality category since 1999, the company maintains offices in Europe (France and UK), Asia and in the U.S., and supports a network of more than 50 partners worldwide. Find the latest news concerning Total Immersion projects at: http://augmented-reality-news.com.

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