Universal Pictures has teamed up with 360° VR and AR advertising technology company OmniVirt to create an AR ad experience promoting the launch of Pitch Perfect 3.

The AR experience, which has been delivered across the mobile web, engages users with an interactive AR filter. The AR filter enable fans to create a selfie and share it on social media.

“One of the biggest challenge for marketers in the AR space has been the need to download a native application,” said Brad Phaisan, CEO of OmniVirt. “We have focused on bringing immersive technology to the mobile web and love working with innovative marketers like Universal Pictures to engage audiences in new ways.”

The campaign has been targeted at Pitch Perfect fans and holiday movie-goers, and will continue to run throughout this month.

According to OmniVirt, preliminary results have already been positive. The company says it has seen a 10 times uplift in interaction and click-through rates on the AR ads compared to its 2D creative versions, while users spend around 30 seconds engaging with the ad on average.