This new billboard ad for winter in Bournemouth has an extra dimension that's getting people talking all over the world.

All you need is a free app downloaded to your phone and you can make the firedancer come to life.

The Coastal Business Improvement District's winter's poster - launched this week - was brought up at the Big Blue Sky conference in Australia.

The eye-catching billboards were also referred to on the Guardian Football Weekly Podcast.

Autumn's poster, featuring Cherries' striker Callum Wilson on the beach, was advertised at London underground stations.

Winter's image has been created using augmented reality, bringing the fire-dancer to life, with the help of a number of digital creative people both locally and in London, including Luke Price, from Bournemouth-based Vox Films.

Coastal BID manager, Stefan Krause, said: “The feedback and interest that we have been receiving has been really encouraging and Bournemouth is certainly getting itself noticed.

"Augmented reality is the process of superimposing digitally rendered images onto our real-world surroundings, giving a sense of an illusion or virtual reality.

"Recent developments have made this technology accessible using a smart phone so that commuters will be able to scan the billboard adverts and the Bournemouth image will come to life."

Want to see it for yourself?

Bournemouth Echo:

Right click and open in new tab to see the advert full size.

A free app called Layar needs to be downloaded to see the fire-dancer in action - then open the app, hold your screen in front of the image (either on paper or on a computer screen) and press play.

Stefan added: “Using this new technology will also be able to give us a better measurement on the impact of our adverts and the number of people showing interest, engaging with it and scanning it.

“Bournemouth wants to position itself as a digital capital of the UK and at the Coastal BID we are keen to embrace and support the digital creative companies in the South West and promote Bournemouth as a must visit destination using the latest innovative media channels. For this particular project using augmented reality we have enjoyed working closely with Luke Price of Vox Films.”