We’ve spent the last few weeks geeking out over Gorrilaz - and not just because we love their latest album HUMANZ. To promote the album, they launched a fully integrated experiential marketing campaign that included a 360 VR music video, pop ups, chalk stencils, and 2 AR apps. Learn more about the amazing campaign below.
For their song Saturnz Barz, Gorillaz went above and beyond for the music video by creating a 360 VR experience. The video features the cartoon band moving into an abandoned home (the Spirit House) where strange things happen to them. The Youtube 360 version of the video allows fans to explore the house from all angles just as the band members are. Watch the 360 video for Saturnz Barz below.
The immersive experiences didn’t just stop at the 360 music video. In partnership with SONOS, The Spirit House was recreated, giving fans the opportunity to explore an audio/visual experience including exclusive music and art. The pop up experience was completely free, all fans had to do to gain access was RSVP on the SONOS site. Check out more of the Spirit House pop up here.
Gorillaz may have gone for more new school approaches to experiential with 360 video and pop ups, but they also opted for a traditional experiential service to get people buzzing about their latest album - chalk stencils! These chalk stencils seen below were placed around New York.
As if a 360 VR video, pop ups, and chalk stencils were not enough to get people excited about HUMANZ, Gorillaz released TWO apps Gorillaz. The first AR app allows fans to walk around their own environment and explore the Spirit House. The second app, The Lenz, gave people a whole new view of their environment. Whenever the camera on the app was open and over anything magenta, people could see into the world of Gorillaz. See more of this app in the video below.
Are you obsessed as we are with this fully integrated experiential campaign? Let us create one for you, contact us here.
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