Orchestra Plays Symphony Composed of Tweets
Participants can compose their music on a special campaign site and the best tunes will be played live on October 26th.
The Metropole Orchestra will utilize Twitter to raise awareness of the fact that it’s subsidy and existence is under threat. Agencies Havas Worldwide Amsterdam and Perfect Fools have collaborated to create ‘Tweetphony‘, a symphony of tweets.
Participants can visit the campaign site to use a digital piano interface to compose their music and listen to others’. They can then tweet it, turning the musical notes into the letters associated with them. People clicking on the link in the tweet will be taken to the site, where they can listen to the tune on a bespoke music player.
The orchestra will pick the most interesting tweets and play a special live concert on October 26th. Short videos of the orchestra playing the tweets will be posted on YouTube and a live stream will also be broadcast. Peter Hamelinck, creative director of Havas Worldwide Amsterdam, said:
The Metropole is one of the leading lights in the neo-classical landscape. They are a stalwart of Dutch culture and need to be listened to. Merging the digital world with the real allows them to connect with a far greater audience, bolstering its profile within the media and the public at large, while simultaneously making it an enjoyable and interactive experience for those who connect with them.
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.