A modern mass event is not only a stage performance, but also an audience with mobile devices that can be used as a tool for interactive participation.
Gromka.show offers a technology that transforms the viewers’ individual gadgets into a single controllable network, forming a digital communication channel between organizers, advertisers and event participants.
The project targets three key stakeholder groups:
- 🔹 Event organizers – a tool to raise audience engagement and add an extra visual effect.
- 🔹 Viewers – interactive participation in the show and inclusion in prize-draw mechanics.
- 🔹 Brands and artists – post-event promo and direct contact with the target audience.
As part of its development the project ran a series of launches at large venues, and their results shaped the further strategy.
⚽ FC Spartak stadium
By scanning a QR code, viewers synced their devices, whose screens turned the club’s red and white with controllable visual effects. High audience engagement was recorded. A limitation surfaced: with insufficient darkness, screen brightness was not enough to reach the required visual effect.
⛸️ The finale of Tatiana Navka’s ice show “The Nutcracker”
A similar screen-based format confirmed high engagement, but the venue’s ambient light again undermined the visual part.
🎭 TChK Theatre (Nizhny Novgorod)
An immersive staging, “Paparazzi”, was produced, where viewers became direct participants of the action. Here, instead of screens, phone flashlights were used. Maximum engagement was reached, the visual effect far surpassed previous formats, and the technology proved robust to difficult lighting.
Based on this data, the decision was made to focus on the flashlight format as the most effective for visual perception and result stability regardless of lighting.
Talks are now underway with sports clubs, concert venues and potential sponsorship partners. The strategic goal is a sustainable channel between the audience and event sponsors, working both during the event and at the post-production stage.
