AR App Pushes Gorillaz Tour

O2 and Gorillaz are joining forces to support Gorillaz’ forthcoming Escape to the Plastic Beach tour, which includes shows at The O2 on 14 and 15 September. The tie-up includes a through-the-line campaign to promote the tour and let O2 customers know they can get priority tickets to the shows. It includes TV advertising, digital activity, media partnerships and an Augmented Reality (AR) iPhone app.

Gorillaz’ Jamie Hewlett has created a special version of O2’s The Walk ad, which has previously followed artists including Tom Jones and Jon Bon Jovi on their walk from dressing room to stage. The Gorillaz version of the ad will include both virtual characters and real life members of the band and rolls out today.

The iPhone app will bring a virtual Gorillaz world to life when customers take a photo of AR codes which will be printed on various media throughout the campaign. The app also gives customers access to a Gorillaz newsfeed, tour tickets and tracks via iTunes. It will be updated with new content throughout the campaign, including a GPS tracking map that will enable users to track band leader Murdoc across the globe.

Other aspects of the campaign include media partnerships with NME, Xfm and The Sun. Digital marketing activities will see home page takeovers of Yahoo and Spotify and special ads will be embedded into Shazam’s iPhone app. The campaign was developed by VCCP, Drum, pd3 and Indie Mobile, with media buying by Zenith Optimedia, online creative by Agency Republic and below the line communications by AIS.
“This arrangement goes far beyond standard activity between brand and artist” says O2 UK marketing dorector, Sally Cowdry. “It’s a pioneering collaboration through which we will innovatively demonstrate the benefits of our Priority tickets and promote the UK tour. We look forward to working with more artists in this way.”

The Gorillaz tour begins at Birmingham’s NIA on 10 September, moving to Newcastle on the 11th, Manchester on the 12th, then the two shows at The O2 on 14 and 15 September. O2 customers can get tickets 48 hours before general release from 9am Wednesday 19 May by texting GORILLAZ to 2020 or visiting Tickets go on sale to the general public from 9am on Friday, 21 May.