Miranda Lambert isn’t just a successful country music singer-songwriter: she also owns and manages a foundation called MuttNation, which advocates for adoption of shelter pets, and other wholesome doggy things.

To promote her new single “Settling Down,” her team and Sony Music worked with Auras Studios to create an Instagram-based AR experience where her 4m followers can virtually adopt a cute pooch. Users can pick a dog from a virtual shelter, where the happy pups wait patiently next to a TV showing the video of Lambert’s new song.

It’s fun and simple, but also a fairly nuanced use of AR technology that showcases a new song in the context of something non-musical that’s important to the artist. It allows some fanbase stretch: pulling in dog lovers (and there’s a few of them), and existing fans who want to be part of a fun new tech experience.

More artists are creating and engaging with virtual spaces as the technology becomes easier to use and implement in campaigns – and in doing so are creating more intimate spaces where winning over audiences becomes a little easier, and in this case, more waggly.

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