360° VR/AR ad platform OmniVirt has partnered with Disney and creative agency Serino Coyne to launch a video ad campaign for Broadway musical Aladdin.

The ad campaign will be distributed across relevant media sites, targeting Broadway audiences, and uses OmniVirt's proprietary 360° video ad technology to place viewers right on stage with Aladdin and Genie during one of the show's premiere musical numbers, "Friend Like Me".

In addition to being able to view the musical number, the 360° video provides audiences with a digital text overlay sharing interesting facts from the show and its production.

"Disney's 360° experience is among the most smartly produced 360° content we've seen in the market," said Brad Phaisan, CEO of OmniVirt. "It takes full advantage of the content format and adds in digital flourishes that render for a magical experience."

The ad will run in click-to-expand display banner ads as well as pre-roll video units. The video was produced by Koncept VR, with OmniVirt powering the distribution of the ad units. The video has also been embedded on the website for the musical using OmniVirt's own VR player.

This isn't the first time Disney has worked with OmniVirt and used 360° video to promote a Broadway show. The two companies previously partnered to embed 360° video on the website for The Lion King, virtually transporting viewers into the show.