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GSK were interested to further explore the use of augmented reality as a means of helping consumers to understand various viruses alongside how GSK are innovating to improve prevention.

Using 8th Wall technology, a QR code was used to launch content. This appeared as an annotated HIV molecule with hotspots which could then be interacted with to tell a story.

This was used as a testbed by GSK to understand how they will be able to communicate with audiences in the future across platforms from social media, to DOOH and beyond.

This proof of concept was part of a test with plans to launch across multiple different ailments and GSK product solutions.