British artist Olly Murs is preparing to release his new album ’24 HRS’, and Sony Music UK’s digital marketing campaign is getting up speed.

One element is an interactive album trailer that starts with Murs waking up feeling a little worse for wear, with fans able to rewind to the previous night to find out why.

It’s using a new feature in Apple’s iOS 10 software, inline video, with fans able to tap and hold to turn back time. It also works on desktops, of course.

Also interesting is the launch of an official ‘Ollybot’ on Facebook Messenger: an Olly Murs chatbot created using We Make Awesome Sh’s bot platform, which is also behind dance star Hardwell’s chatbot.

Murs’ fans will be able to pepper the Ollybot with questions to access music, playlists, ticket links and exclusive content, with its database of answers drawn from recent Q&As with fans.

It will be updated with more responses and content throughout the album campaign, with queries about ’24 HRS’ directing fans to iTunes, Amazon and Spotify, while those about older hits will spark Vevo and Spotify links.

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