For HAIM’s latest album Women in Music Pt III, we wanted to experiment with reinventing the album sampler while giving vinyl-buying fans a one-of-a-kind experience.
In the age of streaming, that once-crucial link between fans and their favourite artists has faded. Working with Polydor UK, our team at Facebook Creative Shop used Spark AR to put the tangible product back at the centre of the conversation.
By accessing the AR filter through HAIM’s Instagram profile, fans could point their camera at the vinyl sleeve to see sound and vision come to life, discovering, exploring and customising an interactive soundscape.
Fan recall of Facebook ads promoting Haim's AR experience was almost 30% higher when tested against a more traditional approach, and the resulting awareness of the album was over 20% higher. Both were more than double the industry average.
As well as raising awareness of the album and driving direct sales of the record, Polydor's ultimate goal was to explore the wider potential of building music experiences into merchandise for the rest of the artists signed to Universal Music labels.
Click here to try the experience yourself, and have a copy or image of the album ready!
Press:
“Fans of LA pop rock group Haim were treated to an interactive AR soundscape on Instagram to celebrate the band’s latest release … An engaging way to promote the band’s 2020 release, it’s also an experiment in how to make physical albums coveted items again.”
MarketingWeek
“The Facebook Creative Shop team are always keen to push the envelope of what can be done in AR – and by virtue of that, the depth of my knowledge of what is possible has expanded,” says Juniper. "We've been working more and more AR activations into the fabric of our campaigns over the last year."
“…increasingly the technology is there to expand the world of an artist’s song or album with really innovative, creative augmented reality that fans can interact and engage with.”