Dell & MTV - Amplichoir

The brief was to promote Dell's sponsorship of the MTV Europe Music Awards 2009 by creating the biggest user-generated online choir in the world.

Amplichoir was a pan-European initiative inviting people to film themselves via webcam performing a short karaoke piece into our website or Facebook application. Our system created a growing choir from these submissions using the performance scores to compose the evolving film.

Visitors could watch, share and vote on individual performances in the choir, as well as browse by name or popularity. Each entry was rewarded with a personalised film starring the performer in the centre of their own choir.

Amplichoir was built to be distributed across any digital or social space and was designed to organise and output content suitable for high-resolution broadcast, digital outdoor, print and the web. We used this content to create online media and digital display screens in and around the European Music Awards.

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Dell & MTV


Mother London

Production Company

The Rumpus Room