Big Machine Records and Aurasma have partnered to bring AR (Augmented Reality) functionality to Taylor Swift’s official app. The AR feature is centered around Swift’s new Red album, and app users can now point their mobile device’s viewfinder at any of the album artwork to access exclusive video content.
The feature also works with the packaging of Taylor Swift Wonderstruck fragrance from Elizabeth Arden and on in-store Walmart displays, and there’s apparently more AR functionality to follow.
“Integrating Aurasma augmented reality in Taylor Swift’s app gives her fans an amazing new way to experience Taylor,” said Jennifer Rapp, GM 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.”