Within our Next Stage AR project we are experimenting how Dutch concert venues can benefit from AR to enhance live music experiences, both on and off stage. We’ve been experimenting with different use cases for concert venues, from AR-powered performances to public services and marketing. 

 

A recent collaboration with Paradiso Amsterdam focused on AR-powered marketing to announce the rebranding of their hiphop, afro, and R&B concert series. Formerly known as Bassline, the series was renamed Tones, and we teamed up with Paradiso’s marketing department and VJ Bikkel to bring this fresh identity to life.

 

AR poster campaign: past, present, and future of Tones

 

Using live performance photos from Paradiso’s archives, VJ Bikkel created an immersive AR experience that celebrates the history and evolution of the Tones series. Posters were designed with a QR code that directed people to the AR content, plus a link to enter a raffle for free concert tickets.

 

The posters were displayed throughout Amsterdam for several weeks in May. The posters were outdoors in public spaces and indoors at bars and cultural venues. People could scan the code and interact with the visual stories right on their phones.

 

 

What we learned

 

While the concept was well received, the campaign didn’t generate as much engagement as we’d hoped. The initial outdoor posters had a key flaw because the QR code was printed too small, making it hard for people to scan. This limited early feedback and participation. You can see this in the video.

 

Luckily, for the indoor part of the campaign, the QR code was enlarged and the posters were paired; a small fix that significantly improved interaction and allowed us to collect better feedback.

 

For this pilot we made changes to the way people enter the AR experience as well. You can now customize the entry screen that people will see first once they have scanned the QR code so that the full experience is customizable (as you can see in the picture.

 

 

Looking ahead

 

This pilot showed the potential and the pitfalls of AR marketing in live music contexts. Small design details matter a lot when it comes to user interaction in the wild. We’ll keep refining the approach and exploring how AR can help venues connect with audiences beyond the stage.