Capitol Records UK: Liam Payne becomes a Pinball Wizard

Vanessa Bakewell, Nigel Kendall

Capitol Records UK the music label used an augmented reality pinball game as an innovative way to launch Liam Payne's new single Stack it Up in the UK.

Campaign details

Brand: Capitol Records UKBrand owner: Capitol Records UKAgencies: Facebook Creative Shop, Aug ItMarket: United KingdomIndustries: Music & theatreMedia channels: Social media, Virtual & augmented realityBudget: Confidential

Executive summary

We pioneered an innovative new form of social media advertising using augmented reality (AR) for Liam Payne, the singer of the pop group One Direction. By using cameras built into mobile phones, we were able to place fans at the heart of a Liam-themed pinball game. This is the story behind this exciting new approach to music...

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