Robbie Williams Turns New Album 'Take The Crown' Into Advent Calendar
Thursday, 06 December 2012
Written by Jon Stickler
Best-selling British artist, Robbie Williams, is giving fans a unique festive experience this Christmas by turning his chart topping album Take the Crown into an augmented reality (AR) advent calendar.
Throughout December until Christmas Day, Robbie fans will be treated to a new piece of video content every day, simply by holding their smart phone or tablet over the album cover.
By downloading the free Robbie Williams app and using the 3D function powered by Aurasma – the world’s leading augmented reality platform – fans can point their smart device at the album cover to reveal the exclusive videos.
On 10th December, Robbie will launch a competition for fans in which the winner’s prize is delivered through augmented reality. To support the launch of new single ‘Different’, Robbie enthusiasts are being encouraged to submit entries to create a ‘different’ version of the 'Take the Crown' album cover, which currently features a gold bust of Robbie’s head. The winner, chosen in January, will have their idea recreated in 3D and will be able to see their own design come to life from the album cover.
The concept of developing Robbie Williams’ head into 3D form and then rendering it in different designs for the album artwork was originated and designed by Tom Hingston Studio. Using the initial scans of Robbie as a guide, the Aurasma team then animated the heads in 3D and brought to life in augmented reality.
Matt Mills, Head of Partnerships at Aurasma says: “The advent calendar is a fantastic way for fans to unlock exclusive Robbie content this Christmas, adding a new dimension to the album’s incredible artwork by Tom Hingston Studio. Fans love discovering this new dimension to Robbie and we hope they are equally excited about having the chance to see their own creations turned into a (virtual) reality.”
'Take the Crown' is out now. Robbie Williams has announced a huge string of dates, forming his 2013 'Take The Crown' UK stadium tour. The highly anticipated new tour, Robbie's first in over six years, will begin with a string of UK dates in Manchester, Glasgow and London before heading off to countries across mainland Europe.
Tue June 18th 2013 - Etihad Stadium, Manchester
Wed June 19th 2013 - Etihad Stadium, Manchester
Fri June 21st 2013 - Etihad Stadium, Manchester
Sat June 22nd 2013 - Etihad Stadium, Manchester
Tue June 25th 2013 - Hampden Park, Glasgow
Wed June 26th 2013 - Hampden Park, Glasgow
Sat June 29th 2013 - Wembley Stadium, London
Sun June 30th 2013 - Wembley Stadium, London
Tue July 2nd 2013 - Wembley Stadium, London
Fri July 5th 2013 - Wembley Stadium, London
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Throughout December until Christmas Day, Robbie fans will be treated to a new piece of video content every day, simply by holding their smart phone or tablet over the album cover. 
