Video-sharing app Vyclone has been used at gigs by artists like Ed Sheeran, Madonna and No Doubt as part of official marketing campaigns, but now the UK/US startup has its biggest deal yet: One Direction. The app is part of the campaign around the British boy-band’s new ‘One Direction: This is Us’ film. Fans attending its premieres next week are being encouraged to download the app on iPhone, Android or Windows Phone, then share clips of the red-carpet chaos. These will then be auto-stitched together into multi-angle videos by Vyclone’s technology, then shared for fans elsewhere in the world. “This is a unique opportunity to give at-home fans enhanced access to an exclusive event, and we can’t wait to see the collaborative content created,” says Vyclone CEO David King Lassman. It’s a big deal for Vyclone, whose viral growth depends on such partnerships to get the app onto people’s phones. Vyclone joins Shazam and Spotify in the campaign around the new film (Bulletin, 15-Aug-13).

Source: The Guardian

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