India – Global broadcasting news company BBC News in India has teamed up with AliveNow, a global creative tech studio, for a campaign that sees the fusion of both OOH and augmented reality.
BBC news has launched its very own Instagram AR effect that will give users the opportunity to be part of the BBC News billboard, with the BBC audio track even playing in the background.
The campaign is to encourage its audience to ‘make more of their world’. BBC News said the initiative reflects its ambition to represent all those that come to them for trustworthy, impartial journalism.
“Through this initiative, we are taking our commitment to ‘make more of your world’ to our audiences in the comfort of their own homes. With the help of this idea, we intend to engage with our audience at a deeper level and offer an honest opportunity to be part of our campaign. For this innovation, we’ve worked closely with the AliveNow team and are pleased with the fantastic outcome. I invite everyone to join in and be part of our campaign,” said Tejash Kothari, marketing manager of BBC News in the Asia Pacific.
The campaign is a first of its kind. The new Instagram AR effect is made available in six Indian languages, and offers three different billboard styles in various environments to select from.
Raghav Sharma, account manager at AliveNow India, shared, “It was exciting to partner with BBC News India to bring to their audience for the first time ever, a chance to see themselves on a BBC billboard through an Augmented Reality filter on Instagram. We hope that users are delighted by this Spark AR experience and tune-in to BBC in their regional language.”
The news company also encourages users to tag them when posting Instagram stories using the new filter for a chance to be on an actual BBC billboard.