Deutsche Telekom is a German telecommunications company that recently collaborated with the virtual band Gorillaz to create a unique promotional app called The Lenz.
The Lenz was created in advance of the band's new album, which will be released at the end of this month. Since the band took a seven year hiatus and is known for its virtual characters, it decided to take advantage of new technology in order to promote the upcoming album. The app works by recognizing anything that is magenta when a camera is pointed at it, and then revealing new content, exclusive clips, the band's first "live" interview, and images.
This distinct partnership works to re-establish Gorillaz in a market that increasingly relies on the brand's signature characteristic – virtual engagement and marketing.