O2 and Gorillaz Augment the Live Experience

O2 and Gorillaz's unique collaboration earlier this year saw the creation of a 3D augmented reality iPhone app to support the sale of Priority Tickets for O2 customers. The ‘Escape to Plastic Beach’ app brought a virtual Gorillaz world to life when customers took a photo of an augmented reality code printed in various media.With the Gorillaz tour reaching The O2 next week, the app has been updated to deliver a unique experience to the live audience.The updated App will allow fans attending the live shows to interact with life sized 3D models and visit the band backstage, using augmented reality to offer a unique view into ‘The Gorillaz World”. Markers will be deployed throughout the venue including in the arrival areas, vip suites and on the screens. Each of these markers will interact with the App to unlock hidden submarines, pirate ships and Plastic Beach itself.“Our collaboration with Gorillaz has gone way beyond how an artist and brand would normally work together,” said Jasmine Skee, Music Sponsorship at O2. “This app is a great example of how we can offer artists the latest technology to push the boundaries of the live music experience and engage even more with fans visiting their shows.”Fans can download the application via their computer or direct to their handsets from the iTunes App store. The Gorillaz Plastic Beach Application was commissioned by O2 and built by [PIAS] Media.