First Tube Media, a branded live content innovation platform that delivers a continuous flow of premium video content resulting in clear ROI, announced today that it has selected to partner with Imagine AR to bring augmented reality to its exclusive livestream programs. The new AR capabilities will premiere at Grubhub Sound Bites next episode, featuring three-time Grammy winner Megan Thee Stallion, King Princess, and Noah Cyrus on March 26 to celebrate Women’s History Month.

“As we push the limits of live digital experiences, incorporating augmented reality levels up what is possible for brands, and transforms how they can interact and connect with their audience,” said First Tube Media CEO and Founder, Andrew Beranbom. “We are constantly looking for new immersive offerings that bring the most innovative technology on the market to our events so that our partners can benefit in a meaningful and results-driven way and that’s exactly what AR is going to do.”

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Through second screen immersion, First Tube Media will help brands build a community amongst their audience and increase viewer engagement by providing access to exclusive features and experiences delivered straight to the viewers’ mobile phone. From there, viewers can access unique features, behind-the-scenes AR experiences, and brand promotions, all while enjoying the live concert on their television, computer, or other viewing device. Users can simply scan a QR code provided during the event where they can gain access to perks including: backstage access, the opportunity to engage with animation, among other exciting benefits directly on their phone.

The AR capabilities will be first premiered at Grubhub’s popular virtual concert series, Sound Bites, which will feature performances by Megan Thee Stallion, winner of three Grammys including the 2021 Grammy’s New Artist Award, Noah Cyrus, and King Princess. Fans tuning in will be encouraged to scan customized QR codes that will pop up throughout the show to receive special discounts and perks, along with exclusive behind-the-scenes footage from King Princess, all powered from beginning to end by First Tube Media. For every QR code scanned at one point during the live stream, Grubhub will donate $1 (up to $100,000) to World Central Kitchen. The free Sound Bites concert will take place on Friday, March 26 at 7 p.m. ET on the Grubhub YouTube channel. All proceeds from the event will go to World Central Kitchen to provide nourishing meals to help vulnerable communities impacted by the pandemic.

“We have been working with First Tube Media since before the pandemic hit, and when it did, their partnership helped us navigate and lean into fully digital live experiences. We’re thrilled to once again be among the first companies to embrace new technologies like AR to provide our customers with the most cutting-edge immersive events and rewards to enhance their at-home food delivery experiences,” said Jessica Burns, VP Brand Marketing and Creative at Grubhub. “With an event like the upcoming Sound Bites with three incredible women performers that all represent forward-thinking pioneers in their field, it’s also an exciting way to celebrate Women’s History Month.”

“We have been innovating in the AR space for years, and we’re extremely excited to partner with First Tube Media to bring this technology to the live digital experience and event space where people are craving new ways to interact with the content especially during a time that in-person has been off the table,” said Alen Paul Silverrstieen, President and CEO of ImagineAR.

First Tube Media remains committed to being the leader in the next wave of connecting people virtually to events, concerts, performances and more. Through collaborations such as this, the company is paving the way through the new-normal and beyond by offering brands a solution through the seamless transition into livestreaming and staying connected, while also enjoying music and arts in a safe space.