This paper, led by the wonderful Dr Maruša Levstek, made use of a unique opportunity to investigate audience responding to The Green Planet Augmented Reality (AR) Experience, one of the largest immersive experiences in the United Kingdom. Attending the AR experience in person was associated with increased sustainability beliefs and behaviours, in comparison with a group who experienced a 2D screen-capture video of the experience. Further analysis suggested that the AR experience induced greater presence and connection with nature than video, leading to greater impact on audiences.