MASTERCLASSING

Barclaycard launches AR campaign starring Anne-Marie

Gabby Fernie

Barclaycard has teamed up with media and entertainment group, Global to launch a multiplatform augmented reality (AR) campaign starring singer Anne-Marie to promote a series of exclusive music events this summer - Capital Up Close with Barclaycard. 

The campaign, running from 12-25 July, will feature outdoor, radio, digital audio and interactive 3D AR experiences in the run up to the first event in the series, Capital Up Close presents Anne-Marie with Barclaycard on Wednesday 28 July.

From today, holding a smartphone camera up to a Capital Up Close advert on a Global billboard will unlock the immersive creative. Anne-Marie will step forward out of the billboard, surrounded by balloons and confetti to reveal how music fans can win tickets to the exclusive event hosted at London’s Under The Bridge venue.

The AR experience has been built using the latest WebAR technology to allow users to access immersive experiences on their device without downloading any additional applications.

The AR activation will also be posted via an interactive Instagram filter to Capital’s followers and a competition to win tickets will be promoted to Capital’s weekly listeners on air.

Due to COVID-19 restrictions this is the first in-person event from Global and Barclaycard’s ongoing multi-year entertainment partnership. It’s also the first campaign for Global’s in house Brand Experience team, which now encompasses audio, events and outdoor media.

"We are thrilled to announce our latest event with Global, this time with Anne-Marie and a live audience! Our entertainment partnership has not only enhanced our offering to Barclaycard customers through a series of new events, but also given customers access to some of the biggest names in music to enjoy live performances once more. It’s great to see the industry back to what it does best” said Head of Sponsorship at Barclaycard, Dan Mathieson.