The New Vibe, a Brussels start-up, is launching on October 23 at 7:44 p.m. a new concept of live interactive show from a dedicated app. A quiz wrapped in a unique immersive show.
On Sundays, it’s Michel Drucker. However, on Sunday October 23 at 7:44 p.m., it is not he who will occupy the screen of your smartphone or tablet. Instead, you will be entitled, if you have registered on the TNV app, to an immersive show which, after a questionnaire, will allow the winner to participate in an experience. In this case, attending, with the person of your choice, the Stromae concert at Madison Square Garden, the high point of a free stay in New York. This quiz formula will be reissued every Sunday at the same time, with other rewards at stake.
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On Sundays, it’s Michel Drucker. However, on Sunday October 23 at 7:44 p.m., it is not he who will occupy the screen of your smartphone or tablet. Instead, you will be entitled, if you have registered on the TNV app, to an immersive show which, after a questionnaire, will allow the winner to participate in an experience. In this case, attending, with the person of your choice, the Stromae concert at Madison Square Garden, the high point of a free stay in New York. This quiz formula will be reissued every Sunday at the same time, with other rewards at stake. Behind this concept are the start-up The New Vibe and its founder Jean Collinet. He was already the one behind Lucky Way, an augmented reality game with an original advertising twist. But by the way, why 7:44 p.m.? “We looked at the audience curves for relevant programs in relation to our core target, confides Jean Collinet. That is to say 18-35 year olds, even if the game is intended for all audiences. The answer was between 7:40 p.m. and 8 p.m. The show lasts 15 minutes. We therefore set 7:44 p.m. to make it clear that it is essential to be on time. We wanted to achieve the fusion of three elements: a show of a new kind, immersive and intense, of interactivity (the user is an actor in the game) and a dream to be accomplished in real life at the end of digital.” Twelve questions will be asked on a theme that is close to the gift; whoever answers it correctly the fastest will be asked a 13th question which will or will not open the doors to the experience offered. The New Vibe is based on a hybrid business model which is not intuitive. Each show is centered around a partner who either provides the experience, sponsors it, or wants to be associated with it. According to the designers, advertising will be ubiquitous but invisible, apart from a few product placements here and there. “The idea is to create integrated advertising, continues Jean Collinet. It is discreet but more impactful given the attachment and commitment created by the game. It is obviously one of our sources of income. The game is free for users but we have added a store. It has a dual purpose: to allow the purchase of accessories and perks that increase the gaming experience but do not facilitate victory, and to obtain, at reduced prices, experiences related to the gift of the day. For example, another Stromae concert. The amount of the reduction will depend on the performance during the game. It is therefore important to play until the end even if you have a wrong answer. We will take a commission on these purchases.” To launch this original product, The New Vibe, which has eight young employees, raised 1.5 million euros in October 2021 from private investors and not the least: Bernard Marchant (Rossel group), Pierre Lagrange (GLG Partners ), Olivier Coune (Marcolini), Olivier Witmeur (Start Lab), etc. The app was designed by a London company that counts the BBC and CNN among its customers and the production of the Sunday live is handled by La Belge Prod, a Brussels studio.
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