Parlophone & 118LAB used augmented reality technology to promote the launch of Amir’s new single, ‘5 minutes avec toi’. The idea was to enable fans to create and share their own UGVs with Amir’s hologram. It was designed to:
• Encourage virality to support the new single
• Strengthen the fans’ loyalty by offering a unique UGC experience.
The mobile app ‘Amir & Moi’ enabled fans to create their own videos using the Amir augmented reality hologram and to share their UGV on social media.
When opening the app, fans could place Amir wherever they wanted and even film themselves alongside the hologram.
Amir challenged the fans to produce the best videos possible, so that he would create an alternate video clip of the single with the fans UGV.
16/05 – App launch 28/05 to 31/05 – Instagram paid marketing campaign 19/06 – National TV show (Touche Pas A Mon Poste) 09/07 to 15/07 – YouTube paid marketing campaign 23/07 – Release of the alternate UGV video clip X
• 11k app downloads
• Comparing the streams two weeks prior to the app launch and
two weeks after the app release, the single benefited from a +20%
streaming increase.
• There is also a significant stream peak on the day of national TV
show (TPMP) broadcast (1m audience).
Instagram:
• 9.7m impressions over all posts/stories under #AmirEtMoi
• +58% engagement
• +23% reach
Facebook:
• First Amir post – reach five times higher than average
• Over 40k interactions
Project Budget
Demographics
