The CD booklet that comes with Sean Kingston`s upcoming album contains a special image that fans can hold up to their computers` webcams to launch an `augmented reality` karaoke session.
|Last Updated: Aug 22, 2009, 02:54 PM IST|Source: Bureau
Denver: Most music videos might not have the promotional impact they used to. But what about videos that make fans the star, allow them to sing with an artist and seem to pop out of the screen?The CD booklet that comes with reggae fusion singer Sean Kingston`s upcoming album, "Tomorrow" (due September 22 on Epic), contains a special image that fans can hold up to their computers` webcams to launch an "augmented reality" karaoke session on Kingston`s Web site.
That enables fans to use their computer`s video camera to record themselves singing "Fire Burning," along with an animated version of Kingston called lil Sean. Lil Sean gets superimposed on existing video so that he seems to pop out of the screen, as if it`s in 3-D, and ambitious fans can even choreograph his dance moves.
Once fans finish their videos, they can post them to a social networking site, or to SeanKingston.com, where fans can vote on their favorites.
"It`s going to be dope," says 19-year-old Kingston, whose music merges reggae with hip-hop, R&B, rock, pop, electro and other genres. "No one has done this before. It`s different and I think it`s going to blow up."
The goal is to let the viral videos drive awareness of the album, according to Epic executive vice president of marketing Lee Stimmel.
"It`s all about the one-to-one marketing that we as labels tend to lose," Stimmel says. "If I get a 10-year-old kid to get engaged with Sean Kingston by building a video and showing it to his buddies, I just turned on four more guys and gals to him. That has to resonate with entertainment going forward."
The application also ties in to the broader marketing campaign behind "Tomorrow," which will come with a 3-D poster and a pair of 3-D glasses to read it. Those glasses can also be used to view 3-D graphics on Kingston`s Web site. The lil Sean animated character, who will be featured on the cover of the CD, also recently appeared at the Teen Choice Awards and will be the focus of a future video.
"We felt that we had to give the consumer base a reason to buy and experience the full album instead of just songs," Stimmel says. "Let`s engage kids in the experience of the album as opposed to the hit songs we know Sean`s going to have."
The video application, created by Australian technology and design company Boffswana, is expected to go live by the end of the month. The symbol needed to launch it can be printed out from Kingston`s Web site and will also appear in the bonus PDF booklet available to those who buy the digital album from iTunes.
Bureau Report
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookies Setting
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device and the processing of information obtained via those cookies (including about your preferences, device and online activity) by us and our commercial partners to enhance site navigation, personalise ads, analyze site usage, and assist in our marketing efforts. More information can be found in our Cookies and Privacy Policy. You can amend your cookie settings to reject non-essential cookies by clicking Cookie Settings below.
Manage Consent Preferences
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work or you may not be able to login.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They are also used to limit the number of times you see an advert as well as help measure the effectiveness of an advertising campaign. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we may not know when you have visited our site, and may not be able to monitor its performance.