In today's landscape, talent competitions are on the rise, whether on vibrant stages or digital platforms, indicating a thriving trend. Among these, the primary audience consists of the younger generation, particularly Gen Z. Traditional talent competitions typically unfold in specific venues like auditoriums or theaters. They spotlight live performances, with judges assessing contestants based on their skills, stage presence, and charisma. However, these events often lack interactivity, offering audiences limited opportunities for engagement beyond watching or voting, with minimal direct interaction with contestants. In response, to overcome the marketing barriers inherent in traditional talent competitions and forge a strong bond with Gen Z, we propose the development of a metaverse-inspired social media app tailored specifically for talent competitions. Through strategic collaborations with talent competition brands, we aim to curate content and formats that resonate with the interests and preferences of the younger demographic, thereby deepening the connection between audiences and contestants. Additionally, our commitment extends to cultivating a vibrant community, providing contestants with expanded exposure opportunities, and elevating the overall profile of talent competitions.

Following our research, which encompassed questionnaire surveys and persona development, we've unearthed a captivating insight: the potential to develop a metaverse-inspired social media app. This initiative aims to pioneer a novel format for talent competitions, one that not only bridges the gap between audiences and contestants but also provides viewers with additional criteria for assessing participants. Simultaneously, it serves as an effective means of promoting talent competitions, thereby maximizing their reach and impact.

Target audience: In our project, we conducted in-depth research and analysis of the target audience for talent competitions. Our findings revealed that individuals under the age of 18 constitute the primary demographic, commonly identified as Gen Z. This discovery holds significant relevance for our project, as it aids in better understanding our target audience, including their needs, preferences, and behavioral patterns. By gaining deeper insights into this demographic, we can more effectively design and promote our product to ensure meaningful engagement and benefit for our target audience.

2 / Pain point: Through surveys conducted as part of our project, we've identified a significant pain point among our target audience regarding traditional talent competitions. The primary reason for skepticism towards these competitions stems from a lack of novelty, coupled with discrepancies between contestants' on-stage personas and their real-life identities. This discrepancy undermines the authenticity and relatability of the competition, contributing to disengagement and diminished interest among viewers.

3 / Personas: In light of the identified pain points surrounding traditional talent competitions, we recognize the pressing need to delve deeper into the nuanced preferences and behaviors of our target audience. To achieve this, we have developed comprehensive personas that encapsulate the diverse demographics and psychographic profiles within our audience base. These personas serve as invaluable tools, guiding us in crafting tailored strategies and experiences that resonate authentically with each segment of our audience. By leveraging these personas, we aim to bridge the gap between audience expectations and the offerings of talent competitions, ultimately fostering greater engagement and satisfaction among our viewers.

Develop a Metaverse-inspired social media app - "Close To Me". Our primary objective is not only to enhance the bond between the audience and contestants but also to serve as a powerful tool for promoting talent competitions.

By allowing contestants to personalize virtual avatars and showcase their daily lives, the app fosters a sense of authenticity and connection that transcends traditional boundaries. Moreover, the interactive nature of the platform enables the audience to engage directly with their favorite contestants, creating a dynamic and immersive experience. This heightened level of engagement not only strengthens the relationship between contestants and their supporters but also generates buzz and excitement around the talent competition itself.

As users share their experiences within the app and across social networks, "Close To Me" becomes a hub for organic promotion, driving interest and participation in the competition to new heights.

Using the metaverse to create virtual avatars for contestants offers numerous benefits, including enhanced privacy protection, more expressive possibilities, and increased interaction. Virtual avatars protect contestants' privacy, ensuring their comfort during the competition. Compared to real-life images, they prevent unnecessary exposure and criticism, safeguarding contestants' experience.

Virtual avatars allow contestants to showcase their uniqueness in a flexible and immersive environment. Customizable avatars attract audience attention and support, offering contestants more expressive freedom. They convey additional emotions and information, making contestant images more engaging and dimensional.

Virtual avatars provide audiences with interactive opportunities, boosting engagement. Audiences can engage with avatars through conversations, gifts, and virtual activities, fostering deeper connections. This interactivity enhances audience entertainment and promotes contestant-viewer interaction, enriching the competition experience.

During the process, we conducted prototypes and user testing for the "Close To Me" app. Challenges arose during the process due to the project's dual focus on both contestants and the audience. While testing was primarily conducted with the audience, real contestants were not available for participation. To address this obstacle, I successfully collaborated with my undergraduate school's student union. They assisted in reaching out to contestants from their previous campus talent competitions for user testing, effectively overcoming this limitation.

Here is the Final Design of "Close To Me":

Launch of Close to Me, a Metaverse-inspired social media app with dual users: contestants and audience.

At the first stage, the audience can scan the posters by mobile devices. After scanning, a short AR video of contestants’ personal presentation would appear. Just click the “Closer To Me” button to download the APP and know more.

For contestants: The contestants can customize their avatars, manage their schedules by choosing time and location for events, and utilize motion capture and AI technology to precisely document their daily activities. They also can communicate through messaging and edit their profiles as well.

For audience: The audience can select a contestant and potentially invite others to join them in spending time with her. The contestant's daily routine is displayed, including scheduled calls with the audience. The audience can participate in various activities with the contestant, such as practicing dancing in the provided video. The app also features messaging functionality and user profiles.

This App is equipped with Motion Capture and AI intelligent voice response function to help contestants record their own unique daily routine more accurately, which allow the audience know more about the contestants by interaction.

In this project, a closer connection is fostered between contestants and audiences in talent competitions through the establishment of a mobile app platform, ultimately achieving the goal of promoting the competition. There are two key strategies to achieve this:

Firstly, opportunities are provided for app users to earn points by completing tasks such as interacting with contestants. In return, these points can be redeemed for competition tickets and additional voting rights. This initiative aims to encourage audience participation, transforming them from passive spectators to active contributors.

Secondly, users can share links from the app to various social platforms, inviting others to join our project. As a reward, they are provided with point incentives as well. This strategy is aimed at expanding our user base, thus amplifying the reach of the competition.

Bonus Effect: Mutually advancing in a win-win - The audience can not only judge the contestants in more aspects, but also learn how they achieve that. At the same time, the contestants can also get more comments to improve themselves from the message board.

In this App, this is part of me, but also all of me. Just be close to me.