Universal, Snap host virtual concert to promote J-Lo’s ‘Marry Me’

Linda J. Dodson

Dive Brief:

  • Snap and Universal Pictures hosted a first-of-its-kind virtual concert to promote the forthcoming rom-com film “Marry Me,” per details emailed to Marketing Dive. The concert was developed by immersive entertainment company Oz.
  • “Marry Me” stars Jennifer Lopez and Maluma. Avatar forms of their characters from the movie took the virtual stage on Feb. 3 at 8 p.m. EST. Accessible at marrymevirtualconcert.com, users who logged in to the virtual experience via Snapchat were able to see their Bitmoji in the crowd, among other interactive elements.
  • The virtual concert comes amid increased marketer activity in the metaverse and features new songs from the “Marry Me” soundtrack (out Feb. 4). The film will be in theaters and stream on NBCUniversal’s Peacock on Feb. 11.

Dive Insight:

Universal, Snap and Oz are taking “Marry Me” to the metaverse for a virtual concert featuring Jennifer Lopez and Maluma that is tied to the film’s premise. In “Marry Me,” the multi-hyphenates play musical superstars who are set to get married on stage, with Lopez’s character deciding to marry a stranger in the audience (Owen Wilson) when she learns Maluma’s character has been unfaithful.

Snapchat users can get the full virtual concert experience by appearing in the crowd in Bitmoji form. Attendees can also release virtual doves when Lopez performs a love song, trigger lasers and a host of other actions, such as doing virtual dance moves and blowing bubbles. The interactive elements demonstrate some of the strengths of the metaverse, the bridging of the virtual and real worlds that has become a focus of tech platforms and marketers.

“At Universal, we are always looking for groundbreaking ways to engage audiences. Snapchat continues to deliver innovative, creative ways for us to do just that,” Alex Sanger, executive vice president of global digital marketing at Universal Pictures, said in a statement.

While brands including McDonald’s and Miller Lite have headed to the metaverse as a way to connect with digital-first consumers, many people still might not be familiar with the concept. Activations like the “Marry Me” virtual concert could serve as a gateway to the metaverse by incorporating familiar tech like Snapchat and Bitmoji.

Like other metaversal activations, virtual concerts on platforms such as Roblox and Fortnite have increased in popularity as the pandemic’s effects continue to upend real-world concerts and tours. Early in the health crisis, Fortnite saw a record turnout of 12.3 million attendees to a virtual concert starring rapper Travis Scott. The tactic has also been utilized by Bud Light Seltzer and Sprite.

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