The AR filter takes users on a journey down the Murray with four questions, leading to one of 16 destinations or experiences.
Using the front facing camera, questions are posed above the users head where they tilt their head to answer.
After answering all four questions, the background will change to either the landscape or destination answer.
Murray River Regional Tourism chief executive Mark Francis said the filter was a great way to market the varied experiences in The Murray to a younger audience.
“We’ve loved the opportunity to delve into more progressive technologies in the digital space, and I’m very excited to see how consumers adopt and use this filter,” he said.
“We’re the first to test this new marketing tool in our region, and with plenty of great hero experiences we can recommend to users, I believe that a visit to The Murray is going to be in the forefront of many minds when they book their next holiday.”
Users can find and use the filter on the Visit The Murray Instagram page, searching the Instagram and Facebook AR hub, or tapping in-feed advertisements promoting the filter.
A button will also appear on every shared post where the filter has been used, so followers of followers can try it for themselves.
By detecting and overlaying a real-world landscape with digital assets such as images, effects, and enhancements, the AR effect is expected to put more visitors virtually in The Murray.
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