Taylor Swift Mobile App Launches Exclusive Augmented Reality Content from 'Red'
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by BWW News Desk
Big Machine Records and Aurasma, the world's leading augmented reality (AR) platform, announced today that it has added augmented reality to the official Taylor Swift mobile application. Exclusive video content featuring Taylor Swift talking about the inspiration behind the "Red" album artwork can only be found by opening the app's augmented reality feature and pointing the device's viewfinder at a still image featured on the new album, "Red" and on in-store displays at select Walmart stores. Using Aurasma's advanced image recognition technology, the still image "comes to life" on the mobile device to deliver a special – and seemingly magical - experience for fans. Instructions to discover the augmented reality content appear on in-store Walmart displays as well as Taylor Swift's official website, Twitter feed, and Facebook page. The Taylor Swift mobile app will include even more augmented reality content moving forward.
"The inspiration for the 'Red' album artwork and photos came from my personal style from the past year," says Taylor on the video within the app. "I'm fascinated by the fashion from the '50s and '60s and pulled inspiration from those decades, and I'm personally so proud of the resulting photos included in the album artwork."
"Integrating Aurasma augmented reality in Taylor Swift's mobile app gives her fans an amazing new way to experience Taylor," said Jennifer Rapp, general manager of Aurasma. "Big Machine has embraced Aurasma's augmented reality platform in order to add even more great content to Taylor's mobile app to share with her fans."
In addition to providing exclusive content from the album, "Red", the Taylor Swift app will also bring content to life on her Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden and at Walmart displays throughout the United States.
Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than four million downloads and has also been embedded in over 400 partner apps. Over 10,000 partners in markets including retail, fashion, sport, automotive, education, advertising and publishing now use the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was founded by British software company Autonomy and is an HP Company.