NBCUniversal is looking to the metaverse, augmented reality and QR codes to help brands better engage with consumers.
Ahead of its upfront next week, NBCU debuted today a suite of new ad tools and formats that include leveraging augmented reality and QR codes to create immersive experiences within the vast universe of the media giant’s content catalog.
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“Let's use ‘Top Chef’ just to paint the picture here,” said Collette Winn, VP of strategy and operations for creative partnerships at NBCU. “‘Top Chef’ fans can scan [a code] and then be brought in portals into a ‘Top Chef’ kitchen, where they can feel as though they're there next to the chef in avatar format, and brands are woven intricately into that experience. When [we] think about the metaverse, we think about it from an NBCU point of view—which is with our IP, with our talent, and have it be meaningful. For brands, it's not a blip—it's really woven in as a true experience.”
The experience will utilize mobile AR.