Brief:
- Pearl Jam is letting fans preview a new song with an augmented reality (AR) experience they can unlock by pointing their smartphones at the moon, according to an announcement. Visiting the moon.pearljam.com microsite on mobile will activate a web-based AR experience for the song "Superblood Wolfmoon," which will be released on Feb. 19.
- Fans on desktop can scan a QR code with a smartphone camera and view the AR content on their mobile browser. From there, they must point their phone at the moon to see an artistic depiction of a red lunar eclipse. The web AR experience also lets fans pre-order the song.
- Pearl Jam and its record label Republic Records worked with creative agency Powster to create the web AR experience, which is available on Android and iOS devices through Feb. 19. Pearl Jam will release its latest studio album, "Gigaton," on March 27.
Insight:
Pearl Jam's web AR promotion for "Superblood Wolfmoon" aims to engage fans as the band prepares to release its next album and go on tour. The AR content reflects a broader trend toward mixed reality marketing efforts to immerse consumers with promotional content and enhance its entertainment value. The web AR experience also includes an e-commerce element and call to action with its feature to pre-order the song.
As more consumers shift their listening habits to streaming platforms on mobile devices and smart speakers, record labels have sought ways to stand out in crowded field. Streaming platforms have tools for music discovery, including advertising for recording artists, but AR content can provide a multimedia experience that's more immersive and engaging.
Recording artists also have experimented with AR content and live performances, as seen with Eminem's Coachella performance in 2018 and U2's Experience + Innocence Tour that relied on mobile apps. Carmaker Hyundai last year ran a campaign that featured an AR experience at the Music Midtown festival.
