Fan photos mosaic gets AR treatment.
In a move that will delight children and middle-aged women the land over, the One Direction marketing machine has produced an augmented reality-enhanced poster to help push the group’s upcoming film This Is Us.
The poster, which is made up of an array of fan photos from across the globe, is brought to life when scanned with the free Zappar app, available on iOS and Android devices. By scanning the Zapcode on the poster, the user unlocks an augmented reality experience and exclusive video content.
While the initial version of the poster was launched last week, a digital version of the poster is due to launch online in early May at www.1DThisIsUs-movie.com, whereby visitors will be able to locate and share their photo acorss social networks.
This, however, is not the first time One Direction have been given the augmented reality treatment. Late last year, Zappar and Sony Music gave the British boy band a digital overhaul for a Fabulous magazine cover, whilst also working on the One Direction Picture Book.
Fans were able to access the exclusive AR content via the One Direction Zappar Powered Picture Book app by pointing their mobiles at pages to access song playback, videos and more.