MTS LIVE XR Mosaic Media
Task
Image-building and main goal of the project: to transform online concerts and to create a new format of digital event that could astonish young audience, help us to stand out among other concerts, including our own, and prove MTS Live to be a groundbreaking entertainment brand. Media goal: To outclass benchmark (for the history of MTS Live concerts) MTS Live Youth Rap online festival with Morgenshtern as a headliner by views, likes, comments and ER.
Ideas and solutions
We came up with the idea of performances held in specially created unique virtual worlds inspired by creative works of musicians and implementation of interactive mechanics enabling the audience to interact online with the world of each singer through MTS communities in social media. 1. We implemented an advanced technology that has never been used before in online concerts – augmented reality XR. It is a synergy of AR, VR, and real world technologies to create immersion experience for the audience. 2. We built a huge virtual studio in Moscow especially for the festival. 3. We made a line-up consisting of top young singers leading 2020 charts, such as Dora, Cream Soda, Feduk, Poshlaya Molli, and LSP, and created five unique virtual worlds based on Unreal Engine. 4. We introduced interactive mechanics for the audience with MTS communities in social media as a remote control. The audience influenced online the worlds of the singers with likes and comments: set visual effects, activated virtual characters, selected special effects, and could send their photos and videos to be shown on virtual screens of the site with their idols. 5. We announced the concert in advance: OLV and posters were disseminated in social media and other relevant platforms. Reminding e-mails were sent one day before the festival. During the concert, there were performance publications by popular bloggers in Instagram and Telegram channels with direct links to the live streaming. MTS LIVE XR outclassed and left behind the most successful festival MTS Live Youth Rap by any measure: • by views - 3.1 times (14,320,971 vs 4.6 mln), • by likes - 3 times (48,646 vs 16 ths.), • by comments – 1.3 times (53,298 vs 40 ths.), • by ER – 2.5 times (4.48% vs 1.77%). • The festival won Zhara Music Awards 2021 (“Best Online Concert”) and several Silver Mercury 2021 awards
