Layer of the week: Rolling Stones
We’re very honored that one of the worlds biggest rock bands did their augmented reality campaign on the Layar platform. The layer is the first of it’s kind in the world and was built by Augment Reality in conjunction with Polydor Records to celebrate the success of the recently re-released Stones’ masterpiece Exile on Main St. Stones fans will able to fly-post their streets, homes or offices with virtual interactive posters of the rock icons. We talked to Howard Ogden from Augment Reality
The Rolling Stones layer is worlds first augmented reality campaign by a major rockband. How does it feels to create such a layer for these rock legends?
Being a music aficionado, and British, of course the Rolling Stones have been a big part of my life. To be asked to create a layer for them was a huge privilege. Everything had to be perfect – as by all accounts getting approval from Mick Jagger and his management is not a walk in the park. So, throughout a series of meetings at the Universal / Polydor HQ in London we developed this concept and had many discussions on the future of AR in the music industry. The app is a first on so many levels:
- 1st global Layar campaign for a music artist
- 1st to use Facebook to create AR content
- 1st to use AR for music sales (identify iPhone handsets and offer a direct link to Exile on Main St. on iTunes)
- 1st to use AWS as a hosting environment for massive scalability.
- and the one we’re most proud of: 1st project to be given approval by Mick almost instantly!! (”unheard of”)
|The Rolling Stones layer will be filled with user generated content, therefore you decided to build a Facebook app which is connected to the layer. Can you tell us something more about this?|
The Rolling Stones have over 1.4 million Facebook fans so it was a great resource to tap into for UGC. We first realized we could use FB to do this in August last year; long before this project was conceived – it’s taken a while for us to find such a forward-thinking client with good reason to commission the project. I’m sure it wont be the last layar/FB crossover we see.
How do you scale these big projects when it comes to work and traffic towards these high value layers?
For sure we had to think big. So, the only option to consider was a cloud-based infrastructure, especially since there are a lot of audio and video assets within Exile on Your Street. We implemented a load-balanced Amazon Web Service ready to cope with the upsurge in demand expected when the announcement was made on the RS fan wall. We are happy to say that Exile has enjoyed 100% uptime.
What can we expected from Augment Reality in the near future?
The Exile on Your Street app generated quite a buzz, which, in turn, is keeping us very busy! As always we keep up to date with the very latest API changes within Layar in order to get the absolute maximum out of this platform. We plan to consolidate our position as one of the leading Layar development companies with branch office openings in US and Europe. Very exciting times.
>> Official campaign website
>> Official Facebook application