The case

To build hype before the premiere of Tierra Brava, its new reality show, Canal 13, one of Chile’s main TV networks, asked us for an AR effect that would turn viewers into official fans. The effect drops you into the show’s official poster, exactly like the cast announcements, with one change: instead of a contestant’s name, the headline reads “Confirmed: official fan of the show”. It worked a little too well. Fans posted more than 7,000 videos before the premiere and over 13,000 by November, and plenty of their friends believed they had actually been cast. Canal 13 came back the next year for the launch of Ganar o Servir.