O2 launches augmented reality experience allowing fans to take selfies with a virtual Bublé

  • First time fans will be able to interact with a 3D video avatar of a music artist, captured using cutting edge volumetric technology.
  •  O2 filmed Michael Bublé for an augmented reality experience ahead of his O2 Live gig on 29th September.
  •  From tomorrow, fans across the UK can download or update The O2 app (iOS and Android) on their smartphones to take selfies and videos with a 3D avatar of the Canadian singer, wherever they are.

Fans of Michael Bublé can now download an augmented reality version of the Canadian hitmaker, giving them the ability to take selfies and videos with a 3D video avatar of the singer on their smartphones.

O2 staged a hi-tech film shoot with the multi-platinum-selling singer ahead of his gig at The O2 on Saturday 29 September. Volumetric 3D capture technology consisting of an array of 106 high resolution and infrared cameras recorded the shape and detail from every angle, to create a fully 3D video avatar of Bublé that gives a true representation of his real life actions.

O2, in partnership with The O2, continues to bring brand new experiences to fans at the venue through music and technology. It is the first time fans have been able to get such a life-like interaction with a music star, with Bublé one of the first to ever be filmed using volumetric technology, in one of only two studios in the world.

Fans can pose with the Bublé avatar as they would in real-life, via a choice of four unique experiences. After appearing in a puff of smoke on the smartphone screen, the avatar either beckons you over, kisses you or proposes on one knee (with a twist..). The avatar can also be pivoted, scaled and rotated depending on the surrounding environment, meaning everyone can get the perfect shot ready to upload to social media, whether at home, at work or at Saturdays gig.

Nina Bibby, CMO, O2 said: “The gig experience doesn’t just begin when fans reach the venue; the excitement builds long before and lasts long after. So we’re using volumetric capture technology to bring our customers and fans closer to an artist than ever before – with a totally unique application of augmented reality. Fans lucky enough to be heading to see Michael Bublé as part of O2 Live this weekend will be able to take selfies and videos with a 3D avatar of the star as they travel to venue or when they’re in the arena. But those without tickets can still download the app and take their very own selfies, wherever they are.”

Michael Bublé said: “I’ve been working with O2 to bring something totally new and unique to my fans. From today, you’ll be able to take a selfie with me – at home, at work or in the pub – using the latest augmented reality technology. All you need to do is download The O2 app and snap away. It’s nearly as good as the real thing – I can’t wait to hear what everyone thinks!”

When uploading pictures of themselves with Michael Bublé to social media, people are encouraged to use the hashtag #O2Live.

The O2 app can be downloaded or updated from both the Play and iOS app stores from tomorrow 28th September. Fans will have access to one of the experiences and can then opt to download the remaining experiences, while a special video will be made available following Saturday’s gig.

The volumetric capture 3D video avatar was developed by R/GA.

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