Using their cell phones, the audience can communicate with a matrix of large-scale video displays throughout the venue. People will have the power to vote on their favorite songs, their favorite artists, their favorite drinks, and a range of other subjects, seeing up-to-the-minute statistical results with 3D bar graphs and receiving text message responses with prizes and special offers.

The audience will learn of their special ability to interact with the screens through select brand ambassadors and guides as well as through regular announcements made by an MC, print ads, and screens throughout the venue. The waitresses and guides will also have cameras so that they can take pictures of willing audience members and integrate them into the visuals and voting in scenarios such as popularity contests or beauty contests.

At special moments throughout the night, cell phones can be used as paint brushes on all of the displays in the venue. By waving their hands in the air with their cell phone lights on, people seem to have the power to sketch on the screens.

In addition to realizing they can sketch, the audience will notice that their cell phone lights are also tracked by a custom graphic. The floating image, which in this case is an Absolut bottle, begins to appear as if it is the tip of the light/paint brush.