The band’s label, Sony Music has partnered with augmented reality app-maker Zappar to create an AR-enabled picture book that is included in a special edition box set of One Direction’s new Take Me Home (Deluxe US Yearbook Edition) album.
When hovered over with a smartphone running the corresponding app, the picture book comes to life and reveals additional videos and photos of the band.
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Augmented reality has almost become a standard promotional tactic for pop albums these days. In just the past few months, we have seen Justin Bieber and Taylor Swift among others, add an AR component to their album releases.
We are also seeing more brands that cater to a younger demographic using the technology to bring added value to their customers including a recent activation by tween clothing store Forever21.
Here is a little promotional video for the app. It doesn’t really show the app off, but if you are unfamiliar with One Direction, this will give you an idea of the demographic that is being targeted with augmented reality now.