Wieden & Kennedy Use AR to Make Vinyl Records Visual
Media that appeals to more than three senses can increase brand impact and engagement by more than 70% (Martin Lindstrom, 2017). We're seeing an increase in multisensory campaigns that stimulate multiple senses – including this new initiative from Wieden & Kennedy Amsterdam that brings the vinyl experience to life via augmented reality (AR).
Listeners can pull up the ad agency's AR app Lava, and view virtual moving 'sculptures' emerging from the record as it spins on the turntable. The first album to utilise the app is the debut from Dutch band Necessary Explosion. The sculptures react and adapt as you move around them, and the app also works with Spotify and Apple Music.
In a statement, Anita Fontaine and Geoffrey Lillemon, creative directors of W&K Amsterdam's Department of New Realities, described the app as "the future digital vinyl sleeve". They added: "We see this approach as a new emerging genre for lots of artists, one which can open up new possibilities for all kinds of AR music experiences."
Also launching this week is Electronauts, a virtual reality (VR) music production app from US firm Survios. The game throws users into a surreal virtual world where they can play specially designed instruments, and remix music curated by Norwegian super-producers Stargate. "Electronauts harnesses the power of VR to go inside of a song and feel completely in control of the music," said Nathan Burba, Survios co-founder and chief executive.
"This opens up for a totally new level of creative freedom and will inspire both seasoned artists and musicians as well as people with no musical training," added Stargate's Mikkel Eriksen.
For more on the power of immersive and interactive media experiences, see The Future of Television and Cannes Lions: Make the Invisible Visible. Look out for our upcoming series of Sensory Branding reports for an in-depth look at multisensory design and branding.