NBCUniversal, in collaboration with Cox and DIRECTV, has launched an augmented reality (AR) version of the popular talk show, Watch What Happens Live with Andy Cohen.
Available for fans with DIRECTV, DIRECTV STREAM, COX, or Sling TV, this immersive experience allows users to virtually navigate through Cohen’s Clubhouse, search for featured objects, and engage in trivia.
The AR experience is accessible on mobile and desktop devices through a unique QR code provided on the Bravo site.
This initiative follows NBCUniversal’s previous venture into AR entertainment, where in November 2022, they teamed up with Verizon for an AR scavenger hunt accompanying the NBC series La Brea.
In that instance, fans could explore a sinkhole, discover show-related items, and unlock an exclusive deleted scene.
Matt Schnaars, President of NBCUniversal Content Distribution, emphasized the power of augmented reality technology in enhancing viewer engagement.
The partnership with Cox and DIRECTV aims to offer fans an interactive experience while creating value for distribution and advertising partners.
Eligible fans have the opportunity to participate in a sweepstakes, with the chance to win tickets to visit the Clubhouse set in person.
This move highlights the industry trend where cable and streaming providers collaborate with media companies to integrate AR and VR into their services, providing customers with unique and immersive experiences related to their favorite shows or franchises.
Amazon, for instance, employs AR to assist shoppers in visualizing products in their homes, while Prime Video offers VR content.
Augmented reality, unlike virtual reality, utilizes a mobile device in a real-world setting, blurring the boundaries between the virtual and real worlds.
The Watch What Happens Live AR experience was crafted by Trigger XR, an award-winning XR developer studio that previously collaborated with NBCUniversal on La Brea.
The immersive encounter is available to U.S. DIRECTV, DIRECTV STREAM, Sling TV, and Cox subscribers aged 21 and older.
The experience is open from now until December 20 at 11:59 p.m. ET, coinciding with the sweepstakes deadline for a chance to visit the Clubhouse set in person.