Taylor Swift’s Exclusive Augmented Reality Content

Big Machine Records and Aurasma announced today that they have added augmented reality to the official Taylor Swift mobile application.

Exclusive video content featuring Taylor Swift talking about the inspiration behind the Red album artwork can only be found by opening the app’s augmented reality feature and pointing the device’s viewfinder at a still image featured on the new album, Red and on in-store displays at select Walmart stores.

Using Aurasma’s advanced image recognition technology, the still image “comes to life” on the mobile device to deliver a special – and seemingly magical – experience for fans. Instructions to discover the augmented reality content appear on in-store Walmart displays as well as Taylor Swift’s official website, Twitter feed, and Facebook page. The Taylor Swift, mobile app will include even more augmented reality content moving forward.

“The inspiration for the Red album artwork and photos came from my personal style from the past year,” says Taylor on the video within the app. “I’m fascinated by the fashion from the ’50s and ’60s and pulled inspiration from those decades, and I’m personally so proud of the resulting photos included in the album artwork.”

In addition to providing exclusive content from the album, Red, the Taylor Swift app will also bring content to life on her Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden and at Walmart displays throughout the United States.
The Taylor Swift mobile app is available for free NOW in the iTunes Store and Google Play.

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