Universal and Snap plan interactive virtual concert, a first for the metaverse

Snapchat users will be able to participate in the event – which promotes rom-com film Marry Me – using their Bitmojis.
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Snap and Universal Pictures are entering the metaverse in their own, unique way.

The social media platform and film distributor have teamed up to plan, produce and execute a virtual concert, with the help of London-based OZ, a tech solutions company known for developing immersive engagement technology.

The first-of-its-kind, interactive and global virtual event is meant to promote the upcoming Valentine’s Day romantic comedy Marry Me from Universal Pictures.

It will stream globally on Thursday, February 3 from 5pm PST / 8pm EST, with Jennifer Lopez and Maluma taking to the stage in avatar form as their characters from Marry Me.

Fans who log in via Snapchat will be able to see their Bitmoji in the crowd and use an interactive option to engage with the experience by starting a wave or triggering laser lights to sweep the stage.

By entering their email after the concert, attendees will receive post-event updates and photos of the event, which may include their Bitmoji avatar. A video of the concert will be available for attendees at some point following the event.

The concert will feature songs from the Marry Me soundtrack, which drops on February 4. Marry Me – starring Jennifer Lopez, Owen Wilson, and Maluma – will be in theatres and streaming on Peacock starting February 11.

Universal is running Snap Ads on Snapchat to promote the event.