Bose fans on Twitter can watch their messages transform into recorded lyrics

Looking back at one of the more interesting advertising campaigns of the past few months, Audio company Bose, in partnership with agencies 360i and Music & Strategy, developed a different sort of attention-grabbing campaign for last year's Super Bowl. Bose introduced an interactive FanTracks experience, encouraging fans to share tweets cheering on the participating teams with the hashtag #LetsHearIt. In turn, the words and emojis were set to music with a live band and singers, in a range of different styles: country, funk, gospel and even Norwegian metal.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in