Warner and Capitol team with new augmented reality app
Warner Music and Capitol Records are among industry partners of a new app that bids itself as the world’s first social augmented reality app. As part of its launch Taggar has teamed with Jason Derulo, giving fans the chance to win tickets to his Tattoos world tour by scanning the corresponding album with the app. Each user that scans the LP cover is rewarded with exclusive video content and can tag Derulo’s artwork with their own virtual ‘markers’.
Other big name artists including Sam Smith, Naughty Boy, Bastille and Emeli Sandé have all signed on to use Taggar. Capitol Records is launching a user generated content campaign around Naughty Boy’s Hotel Cabana release with two $250 cash prizes.
Michael Pukownik, senior director for digital marketing at Capitol Records: “Musicians have been experimenting with new ways to deliver their music to fans for a number of years, be it through social networks, streaming platforms or as physical merchandise bundles. Apps like Taggar take that experience to the next level. It’s not a case of digital or physical any more. We can have both.”
Charlotte Golunski, marketing director at Taggar, said: “To be part of a new trend working with such talented artists as part of the launch of Taggar is great. We are excited to see how users will approach the contests and make their tags really stand out from the crowd. Our vision is to create a world in which fans and artists can connect with one another through real-world digital tags.”
Source: Music Week
