Fans of The Voice following along on Twitter tonight have seen - in the form of animated 3D hashtags and stickers - the debut of Twitter’s augmented reality experience.
Backstage, Twitter has set up a custom augmented reality booth that enables the coaches and singers to tweet six-second videos of their interactions with the animated objects.
— The Voice (@NBCTheVoice) May 9, 2016
Also available are custom animated emojis (which has become an increasingly popular marketing tool for networks and brands) for each coach. They can be unlocked using the respective coach hashtags: Blake Shelton (#teamblake) Adam Levine (#teamadam), Christina Aguilera (teamxtina) and Pharrell Williams (#teampharrell) following hashtags (#teamblake, #teamxtina, #teampharrell, #teamadam).
Make sure you check out the the amazing and brand new @NBCTheVoice judge emojis! Which team are you? pic.twitter.com/QNgtEuMMDe — Twitter Music (@TwitterMusic) May 9, 2016
The emojis have also taken the form of animated stickers, which can be interacted with in the booth.
As one of the most-Tweeted shows on TV, The Voice continues to be a leading social TV driver. The show also has a close partnership with Twitter, allowing fans to save favorite contestants via #VoiceSave, which was integrated into the show in 2013.