Rolling Stones channel King Kong for album pre-order push

The Rolling Stones' 50th anniversary 'Grrr!' greatest hits album is to be promoted with augmented reality that features a virtual gorilla hanging from famous landmarks including Big Ben and the Sydney Opera House.

The Rolling Stones: launches Grrr pre-order campaign
The Rolling Stones: launches Grrr pre-order campaign

From today, Rolling Stones fans can download a dedicated iPhone app that superimposes the gorilla onto their screens when they point their smartphone at one of 3,000 landmarks in 50 cities around the world.

Landmarks include The Empire State Building and Toyko's SkyTree.

The gorilla image is based on the album artwork and features the band's signature red tongue hanging from its mouth.

Universal Music has partnered with augmented reality specialist Aurasma for the global activity. The app also allows users to pre-order the album ahead of its launch next month.

Users are being encouraged to take photos of the gorilla animations and share them on Twitter, Facebook and the band's fan site. The 50 best submissions will each win a prize.

Deborah Hyacinth, vice president of digital marketing at Universal Music Group, said: "This pioneering use of mobile technology extends The Rolling Stones' reputation for innovation and imagination."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published