Cellcom, Israel’s largest, leading cellular company, launched Volume Festival, an innovative virtual, live streaming concert where viewers were able to watch and interact in real time with the performances. Home viewers were displayed on hundreds of screens on a special built studio and reacted to the performance on Facebook. The FaceBook messages were presented on a screen to the performances, allowing them to react in real time to the viewer’s praises and questions. For an entire week Israeli performers, such as Monica Sex, Mercedes Band and Moshe Peretz, performed live before tens of thousand online viewers, in a studio that was built especially for the festival in Jerusalem. Performers were surrounded by hundreds of giant screens through which he could see the audience watching him from home. At the same time, the viewers could watch performers and communicate with them as if they were present in the studio. The home viewers were broadcasted to the studio through webcams, which enable visual sharing between performers and the online users in Israel.
During the performances there was full collaboration with Facebook. The performer could chat with the viewers and select an encore song with them, the viewers could correspond among themselves and with the performer on a status wall and use applications that were developed for the viewers’ benefit such as applause, lighting a candle and other surprising interactive exchanges.
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