Audience
Audience participation

Audience participation is commonly found in performances which break the fourth wall. Examples include the traditional British pantomimes, stand-up comedy, and creative stage shows such as Blue Man Group.

Audience participation can be uncomfortable for certain people, but is growing and evolving as a new tool of brand activation and brand engagement. In a bid to create and reinforce a special bond between brands and their consumers, companies are increasingly looking towards events that involve active audience participation. Often, organizations provide branded objects to event attendees that will involve the audience in the show as well as act as souvenirs of the event, creating a lasting link with the brand. For example, during Super Bowl XLVIII, the audience was incorporated in the Super Bowl XLVIII Halftime Show as part of the lighting effects. Pepsi involved the spectators by giving them "video ski hats" that produced visual effects across the crowd. By appealing more directly to people and emotions, brands can obtain feedback from their consumers. Companies that provide or seek such experiences refer to the term "crowd activation". For example, Tangible Interaction named one of its branches Crowd Activation and PixMob refers to itself as a crowd activation company on its website.

One of the most well-known examples of popular audience participation accompanies the motion picture and music The Rocky Horror Picture Show and its earlier stage incarnation The Rocky Horror Show. The audience participation elements are often seen as the most important part of the picture, to the extent that the audio options on the DVD version include the option.
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