The app is called One Direction Picture Book, and is free to download on iOS and Android. However, to use it, fans have to have bought a £39.99 box-set for the band’s new album Take Me Home.
If they point the app at certain pages in the book, they’ll get exclusive photos and videos. “This app shows what’s achievable with AR in publishing to deliver bite-sized entertainment that hopefully will bring a smile to the faces of the 1D faithful,” says Zappar MD Casper Thykier.
The app is the result of a deal between Zappar and One Direction’s label Sony Music. Other artists to recently get the AR treatment include the Rolling Stones, Kiss, Justin Bieber, The Wanted and Kylie Minogue.