How The Voice and Twitter Plan to Use Augmented Reality to Boost Social Engagement

It's NBC's latest campaign on the platform

Twitter is setting up an augmented reality (AR) booth backstage tonight at The Voice, which will be shooting live from NBC studios in Universial City, Calif. The celebrity voice coaches—Blake Shelton, Adam Levine, Christina Aguilera and Pharrell Williams—and competing singers will tweet six-second videos of their interactions with animated objects. 

The effort—which marks the first time Twitter has combined AR and television—will also entail 3D hashtags and custom stickers that can be used on Vine and Twitter. Four emojis can be unlocked with the following hashtags: #teamblake; #teamxtina; #teampharrell; and #teamadam.

The Voice, which debuted in 2011, has 4.2 million followers on Twitter, while the aforementioned coaches bring 48 million followers to the table for tonight's broadcast. 

The current endeavor builds on a The Voice-Twitter partnership in 2013, when viewers could tweet to "save" singers from getting booted from the show. In addition, the TV program utilized Twitter-owned Periscope last year, offering fans behind-the-scenes content.  

The Voice has generally shown to be good at pushing its programming on Twitter. For instance, according to a study last year, those who use the official #TheVoice hashtag tweet on average 1.3 times more than those who don't.