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Rolling Stones' Global 3D Campaign Comes To Opera House

Scott Fitzsimons

It's being dubbed, the 'biggest global augmented reality music campaign to date'

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In the lead up to the release of the GRRR! greatest hits record, The Rolling Stones have 'tagged' the Sydney Opera House with 3D augmented reality technology as part of a global campaign that includes landmarks all around the world.

Fans have been encouraged to download the uView phone app in preparation for today's announcement, which reveals that they can now use the app to find a 'tagged' location, such as the Opera House, to witness a 3D animation, based on the GRRR! artwork – specifically a gorilla.

The artwork was created by wildlife painting specialist Walton Ford and the 3D animations using Aurasma technology.

In all 3,000 locations in 50 cities have been 'tagged' for animation, including New York's Empire State Building and London's Big Ben. The band and label Universal are claiming it to be the “biggest global” augmented reality music campaign to date.

Deborah Hyacinth, Vice President of Digital Marketing at Universal Music Group said that, “The 50 cities stage adds another level of interaction to this global campaign, giving fans that little bit extra to mark such a fantastic lifetime achievement. This pioneering use of mobile technology extends The Rolling Stones' reputation for innovation and imagination.”

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Aurasm's Head Of Sales Matt Mills added, “We are absolutely thrilled that Aurasma has been chosen to help launch the new album and kick start the band's 50th anniversary celebrations. Fans all over the globe will be able to lift their mobiles and see famous landmarks transformed with the band's iconic imagery – a fitting tribute to the impact the Stones have had on the world.”

In addition, fans are encouraged to take photos of the animations and submit them to a 'fall wall', with the 50 best photos internationally to receive yet-to-be-announced prizes.

GRRR!, which marks the band's 50th anniversary, will be released Friday 12 November.