BBC music festival simultaneously in-game and in real-life

Every virtual festival-goer will get a wee digital radio to take away with them, which will broadcast Radio 1 in-game, wherever you are. There's also, I hear, these Radio 1 teeshirts for your avatars. And dancing. And a chance that you could appear on-screen at the actual festival - the jumbotrons may or may not take screengrabs of the in-game festivalgoers.