One Direction Releases App to Support Official Autobiography

screenshots_1DOne Direction has released an app to accompany the pop groups official autobiography.

The free-to-download app, commissioned by publishers HarperCollins and designed by mobile specialists Re:systems, also acts as a digital point-of-sale for downloading the eBook version of One Direction: Who We Are.

In just a few days, the app has already been downloaded over 60,000 times and received over 1,500 five star views in the Google Play Store.

The app enables fans to unlock hidden content in the book by placing their mobile device over motifs and photographs in the book, granting them access to exclusive photos, videos, interviews and quizzes. The quizzes also award points which can be used to unlock further content.

In order to tap into the groups massive following among young people, the app enables users to log in via Facebook, making all the content shareable and earning fans more points for locked content. This also enables HarperCollins to capture user data while ensuring that age-dependent privacy guidelines are followed.

“Re:systems were a joy to work with – consistent, creative and full of energy,” said Rachel Kenny, digital editor at HarperCollins. “Were so pleased to be offering fans the global juggernaut One Direction something really special this year the the 1D Official Book app – a truly complementary print and digital offering that brings to life the guys story in a whole new way.”