Eminem Augmented
Coachella & World Tour 2018

 

HOW DRIVE, inc. REIMAGINED EMINEM’S WORLD TOUR

 

WRITING, DESIGNING, ENGINEERING, & DELIVERING A FIRST OF ITS KIND EXPERIENCE

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Eminem, 200,000 Screaming Fans, and one of the World’s Largest Music Festivals... what else could you need? 

Enter Drive, Inc. to flesh out the details. Taking content lead for Eminem’s World Tour and Coachella 2018 Experience, Drive, Inc. pitched a 360 Campaign that would engage the audience at every level. 

 
 

The experience was first used at his main stage Coachella performance, the technological breakthrough was used for the rest of his world tour.

 
 
 

PRESS

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“straight out of Back to the Future.”

 
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…an augmented reality experience in the festival's mobile app and from one of its headlining acts, Eminem, basically means the technology is officially cool.

 
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…the multi platinum megastar decided to lose himself in the moment… and own it.

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Rather than telling fans to put their screens away, the experience was actually enhanced with the help of AR.

 
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He’s still ready to do damage, opening his show with a video of a King Kong-sized Slim Shady stomping through city streets, smashing cars, flipping off the citizenry and generally wreaking havoc.

 
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Augmented reality will change concerts forever