Marketing

Years & Years preview new album with Facebook Camera effects


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The latest element in artist Years & Years’ campaign for their new album ‘Palo Santo’ is a set of augmented-reality ‘effects’ for Facebook’s Camera feature. Fans using the camera to record video selfies can trigger one of 11 different effects based on the album’s artwork – with the visuals overlaid as they film their clips.

According to Polydor Records, which is running the campaign, it’s the first time that multi-effects have been used for music in this way – Marvel was the first brand to use the technology. The incentive for fans to explore all 11 effects is that they’ll be able to hear snatches of each track from the new album ahead of its release.

Polydor is supporting the launch with media spend, and getting online influencers to use the camera effects and publish reaction videos. Meanwhile, fans using the #palosanto hashtag to share their clips could end up in a live broadcast with frontman Olly Alexander. It’s an inventive use for Facebook’s AR tech, as part of a wider campaign that’s already seen a bot launched for the social network’s Messenger app.

Stuart Dredge

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