New single will give fans an immersive augmented reality experience
POWSTER has partnered with Universal Music Group’s Republic Records and Pearl Jam for the launch of the single “Superblood Wolfmoon,” from the upcoming Pearl Jam album Gigaton. Now through the single’s release date on February 19th, listeners can launch an immersive experience to get an exclusive sneak peek of the song and music video.
The creative team at POWSTER developed this concept to celebrate Pearl Jam’s highly anticipated 11th studio album, Gigaton, scheduled to be released on March 27th. Using interactive technology through a proprietary Pearl Jam web app, fans can point their mobile phone camera at the moon, which will trigger on-screen animations around and over the moon, timed with a preview of Superblood Wolfmoon and an in-app option to pre-order the song.
POWSTER employed cutting-edge technology and immersive storytelling to create this activation, drawing Pearl Jam fans to face the moon and enjoy the artistic value and lunar inspiration of the new single. Once the mobile phone camera tracks the moon, AR technology creates an artistic depiction of the Superblood Wolfmoon on-screen, imitating a red lunar eclipse. This unlocks a preview of the single that plays while the red moon expands and sketched rays scatter outwards while animated band members appear around the enlarged moon and perform.
“We’re honored to be working with Pearl Jam to bring their music to life through technology blended with the elements of nature that inspired their tone. This activation displays their innovation and creative energy going into their new album,” states Ste Thompson, CEO and Creative Director of POWSTER. “Adapting to new technologies and integrating platforms unleashes the full potential of music, as well as changes the way fans experience new sounds, and we are excited to be teaming up with Pearl Jam to provide their fans with this exclusive look at their style and artistic direction.”
“Engaging Pearl Jam fans to go outside and experience the moon in an exciting way is a testament to the innovative spirit the band brings to music,” shares Bill Gerdts, Associate Director, Digital Marketing at Republic Records. “This project encompasses Pearl Jam’s desire to engage with their fans and provide a visual representation of what is to come in their new single Superblood Wolfmoon, and later, in the Gigaton album.”
The Superblood Wolfmoon experience is available on all Android and iOS-enabled devices with a camera, and can be accessed at moon.pearljam.com.