MTR's AI Tracy partners G.E.M to launch interactive station broadcast

Ahead of her highly-anticipated shows in Hong Kong this weekend, Mandopop star Hong Kong singer Gloria Tang, popularly known as G.E.M., has partnered with MTR's virtual service ambassador, AI Tracy, to introduce an interactive on-demand station broadcast and navigation guide. 

This comes as Tang is taking the stage at Kai Tak Stadium as part of its "I AM GLORIA World Tour 2.0". This landmark event will establish Tang as the first female artist to perform five shows at the venue, marking a significant achievement in her illustrious career. The shows will take place on 15, 16, 17, 19 and 20 August. 

From now until the concert dates, fans at seven designated MTR stations can interact with AI Tracy to inquire about concert information, and the designated stations are Kai Tak, Quarry Bay, Airport, Austin, Lo Wu, Central and Admiralty stations. 

This innovative feature allows them to instantly listen to Tang's songs and receive personalised "guidance" from the artist herself, including directions to the concert venue. This initiative is expected to generate significant excitement among fans, encouraging them to arrive early and engage with their idol's meticulously prepared surprises.

In a conversation with MARKETING-INTERACTIVE, Karen Woo, general manager, branding and communications, MTR Corporation said the collaboration aims to enhance customer experience for Tang's concert-goers through the MTR Network.

"Our goal is to create an engaging and memorable experience for concert-goers by leveraging the MTR network. We aim to seamlessly integrate smart technology that enriches the journey, making it as enjoyable as the concert itself.," Woo added.

Beyond the interactive AI experience, Tang has also pre-recorded trilingual "Easter Egg" announcements for global fans. During the concert period, these special broadcasts will be played at Sung Wong Toi Station and Kai Tak Station, with Tang's voice guiding attendees to the concert: "Remember, Exit D! See you soon!"

Post-concert, Tang will continue to engage with fans by broadcasting her songs "Sky Has No Limit" and "Where Did You Go" within the stations, accompanied by her personal message: "The Tuen Ma Line has increased train frequency. Let my songs accompany you home!"

Targeting the mass audience, the campaign focuses on creating Easter eggs for Tang's fans to discover at designated MTR stations, revealing a unique message or a section of her song, said Woo, adding that fans can interact with AI ambassador Tracy to inquire about concert information and receive personalised directions to the venue.

"This initiative aims to generate excitement and encourage fans to form groups for a shared experience as they visit the stations and seek guidance from their idol, fostering a sense of community and anticipation leading up to the concert."

The campaign will be amplified through in-station AI ambassador Tracy and MTR's own social media platforms.

“This collaboration reflects our commitment to creativity and innovation. By combining Tang's artistic vision with AI technology, we aim to provide fans with an impressive journey and virtual experience that seamlessly integrates reality and the digital world," added Woo. 

Don't miss: Nicholas Tse and MTR wow concertgoers with pre-recorded station announcements

In fact, this is not the first time MTR partnered with local pop stars to elevate commuters' experience ahead of their concerts. Back in April, Cantopop star Nicholas Tse joined forces with MTR to provide navigation guidance to concert-goers, of which MTR mascot "T Chai" secretly invited Tse to record a broadcast announcement to help Tse's fans find the most convenient exit to the concert venue.  

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