Using Augmented Reality to Engage New Audiences

Made in Corby's aim is to inspire more local Corby people than ever before to take the lead in experiencing, creating and taking part in high quality arts and cultural activities. Over our first 3 years, we provided 579 separate opportunities for local people to enjoy the arts, resulting in over 43,000 engagements in a wide range of arts activities. We are the borough’s Creative People and Place programme, funded by Arts Council England.


Over the next 3 years we are launching a new annual outdoor arts festival for Corby, co-produced with The Core at Corby Cube. We want the festival to engage new family audiences, particularly from the ‘Facebook Families’ audience segment who are least likely to participate in arts activities and tend to have high levels of engagement with social media. Consultation with families in Corby has found that interactive apps such as Pokemon Go and the Gruffalo Trail at a local country park are popular.


Inspired by this, we will be launching an augmented reality app as a teaser for the first festival. Families will be able to download the app and use it to hunt the festival’s mascot in places around the town, including school playgrounds, parks and around the festival venues in the town centre. At each place, the mascot will reveal teasers of festival events; video footage, images and interviews with artists. The app will also enable us to digitally create installations that are financially and practically unachievable for the festival to deliver (for example a waterfall installation cascading down the town’s civic centre). Engagement with the app (and associated data collection) will be incentivised with a competition for families that discover the most mascots. 

Why the contribution is important

Digital culture (in the widest sense) is massively influential in the lives of the new audiences that we are trying to engage. As with many areas of low engagement in the arts, there is a prevalent feeling across Corby that the arts ‘aren’t for us’ and digital engagement with our community is one way to break down those barriers. We are hoping that this app will provide a fun and relevant way of engaging family audiences with the festivals.

Helen Willmott
Made in Corby Programme Director

Made in Corby is part of the Creative People and Places programme, initiated and funded by Arts Council England through the National Lottery. Creative People and Places is about more people taking the lead in choosing, creating and taking part in art experiences in the places where they live. There are 21 independent projects, each located in an area where people have traditionally had fewer opportunities to get involved with the arts. Creative People and Places projects have reached over 1.45 million people, 91% of who do not regularly engage in the arts.

by CreativePeopleandPlaces on August 01, 2017 at 11:20AM

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  • Posted by willpsaunders August 09, 2017 at 15:54

    This does sound very interesting. How soon before it will be ready to look at? AND are you anticipating this form of content will be reaching audiences you might not normally reach?
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