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Nuum Platform Integration at the K-pop Group X:IN
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Nuum — a Russian short-video platform, similar to TikTok, launched in 2023.

Event: K-pop Group X:IN Concert at MTS Live Hall

Objective: To boost registrations and active users on the Nuum platform through live engagement with K-pop culture fans.

About the Project: X:IN a bold new K-pop project featuring four Korean members and one Russian member. The concert attracted over 7,000 fans and served as a powerful stage for Nuum’s first major public brand presence.

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The integration concept was designed to immerse the audience in an engaging experience with various levels of interaction, transforming spectators into active participants and Nuum users.

Activity Zones

Interactive Nuum zones were set up at the event, with a striking brand cube as the focal point, drawing attention and serving as the starting point for all activities.

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Zone 1. K-pop Style Makeup
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Zone 2. Dance Challenge with a DJ
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Zone 3. Merchandise for Challenge Participants
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Results

The dynamic presentation of the platform at the X:IN  K-pop concert attracted hundreds of new users! After registering, they immersed themselves in the concert experience and became a part of the Nuum community.