Red Bull Creates A Personal Beatbox Using Tweets
Red Bull collaborates with artists and DJs to bring users customized beats based on their tweets.
Red Bull teamed up with creative agency Tequila\ Sydney to build a web platform that enables users to turn tweets into beats. The Beat Suite Tweets is an interactive website where a tweet is analyzed by a complex algorithm and translated into a mini soundclip. The server detects the words and patterns in each tweet, determining if it is a happy or sad tweet based on a “sentiment analysis” code. Then based on the sentiment, the appropriate Beat Suite sample will be played. Users can also add to the beat by adding specific hashtags such as #dubstep or #violin. The beats are downloadable and can be shared via Facebook and Twitter, encouraging friends to try out the cool website. Last week at the launch event, Red Bull brought together various artists and DJs covering different music genres who collaborated to record unique clips for this project. Check out the concept video for the website below.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.