The Darkness Get Augmented

British rock band, The Darkness – who are currently touring with Lady GaGa– have unveiled an official ‘The Darkness’ app to coincide with the release of their third studio album ‘Hot Cakes’, currently number 26 in the UK album charts.The app, available to download via the App Store and Google Play, features augmented reality technology from Aurasma – the world’s leading augmented reality platform. Using the app, fans can unlock exclusive video content simply by holding their smartphones or tablets over the album cover and merchandise.The band were quick to get to grips with the new technology and have released a promo video for the app, featuring front-man Justin Hawkins and members of the band: http://bit.ly/thedarknessappvideoUsers of The Darkness and Aurasma Lite apps will also be able to add a “virtual” Justin Hawkins – lead singer of the band – to the world and take their picture with him.The app was built by specialist music and technology agency [PIAS] Media on behalf of the [PIAS] Entertainment Group.Justin Hawkins, lead singer for The Darkness, said: “The Darkness app contains Aurasma’s rather interesting image recognition technology which is great for fans as it is really going to make all of their Darkness memorabilia come to life.”Seth Jackson, MD of [PIAS] Media, said: “Aurasma is a technology that could fundamentally change the way the music industry delivers content to fans. For The Darkness we are using it to bring the album artwork to digital life, connecting fans and their mobiles to physical CDs and other merchandise. We have got a number of other exciting projects for [PIAS] in the pipeline using Aurasma so music fans should stay tuned for the latest developments.”Matt Mills, Head of Partnerships at Aurasma, said: “Working with The Darkness has been awesome. The band immediately understood Aurasma’s potential to connect with fans and were totally up for creating exclusive content for the app.The Darkness app seamlessly brings together music and Aurasma’stechnology –we hope Darkness fans around the world have as much fun using it as we did working on the project.”- Ends - For further information please contact the Aurasma press office at Mischief on0203 128 6600 or Aurasma@mischiefpr.com Links to EditorsThe Darkness app (App Store):http://itunes.apple.com/gb/app/the-darkness/id542038342?mt=8The Darkness app (Google Play):https://play.google.com/store/apps/details?id=com.mobileroadie.TheDarkness&hl=en Aurasma (App Store):http://itunes.apple.com/gb/app/aurasma-lite/id432526396?mt=8Aurasma (Google Play):http://bit.ly/tHibPU Aurasma:http://www.aurasma.comhttp://www.facebook.com/aurasma/http://www.twitter.com/aurasma/http://www.youtube.com/user/AurasmaLite [PIAS] Entertainment Groupwww.pias.com [PIAS] Mediawww.piasmedia.com  Notes to editors: ABOUT AURASMAAurasma is the world’s leading augmented reality platform. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to blend the real-world with rich interactive content such as videos and animations called “Auras”.Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than four million downloads, 400 Aurasma-enabled apps and over 8,000 partners in markets including retail, fashion, sport, automotive, education, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications.  Aurasma was developed by and is part of software company Autonomy – an HP Company. About [PIAS] Media[PIAS] Media are translators of talent. They work on behalf of global brands navigating the complex worlds of artist partnerships and creative technologists to produce groundbreaking campaigns. Formed in 2010, the agency has quickly forged a reputation for creativity and innovation working with global acts and brands such as Skype and O2. Whether it is developing branded content, apps, events and integrated marketing strategy, [PIAS] Media, part of the [PIAS] Entertainment Group (Europe’s largest independent label and music distribution company), applies futuristic thinking toward how to make a campaign successful. Artists they have worked with include Alice Cooper, Gorillaz, Oasis, Katy Perry, 2ManyDJ’s,Imogen Heap and more. [PIAS] Media is artist agnostic, working with many of the world’s leading artists whatever label, territory or genre they come from. About [PIAS][PIAS] is Europe’s leader in the provision of specialist services for the licensing, distribution, sales and marketing of music, film and comedy on an international basis. [PIAS] is dedicated to providing repertoire creators and owners with specialist, premium level services that enable them to develop and maximise the value associated with their artists, products and brands.Originally founded in 1982 and headquartered in Brussels, Belgium, [PIAS] supplies a range of highly professional services for leading repertoire owners across both physical and digital routes to market. The group has significant operations in UK, France, Netherlands, Spain, Germany, Belgium, Scandinaviaand Ireland. In addition [PIAS] has interests in the USA and Australia, plus an extensive international network of partners that enables it to offer its services on a truly global basis.[PIAS] also owns premium repertoire and rights through its [PIAS] Recordings stable of labels that includes Different and Play It Again Sam imprints. Additional interests include [PIAS] Comedy and the Strictly Confidential publishing operations and joint venture film company Twin Pics.