NBC and Verizon are giving “La Brea” fans a sweet surprise with the launch of an augmented reality experience that allows fans to interact with La Brea’s defining sinkhole to reveal classic objects from the television series.

Fans can access the experience on their Verizon Fios set top box by tuning into channel 941 using their remote control or via the channel guide and scanning the QR code from their mobile device. Once scanned, users tap to place the sinkhole in their physical space and watch as the floor around them begins to collapse. Defining objects from the series then begin to fly out in the user's space including the iconic Wilshire Boulevard Street sign and a baby rhino. Once all of the objects have flown in, fans are rewarded with an exclusive deleted scene from the series. 

"Verizon and NBC are changing the way fans consume entertainment with never-before-seen types of AR experiences," said Erin McPherson, Verizon Chief Content Officer. "We're thrilled to bring next gen storytelling to Fios viewers and excited to push the boundaries for our consumers."

The La Brea experience was developed by Trigger XR and uses 8th Wall’s World Effects technology to place the content in the user's space. As the experience is web-based and does not require an app to download, users can instantly engage with the content.

“Innovative experiences and breakthrough technologies like AR are critical to driving deeper fan engagement on partner platforms,” said Matt Schnaars, President, NBCUniversal Content Distribution. “We’re grateful for our partnership with Verizon and our work creating immersive experiences for fans to interact with our premiere entertainment programming.”