TWEET COVER FEST
Heineken, as a proud sponsor of the best music festivals in Spain, wanted to go one step further to have presence on social media.
This is how “Tweet Cover Fest” was born, a music festival on the world's largest stage: Twitter. A multi-festival event where Heineken hosted the world’s first sung tweet music festival.
“Heineken created a music festival for twitter, with 200 live performances in Vine, generating 10M impressions in under 24 hours.”
“Tweet Cover Fest, a new initiative by Heineken to take us to festivals”
We decided to take music to the world’s biggest stage, Twitter.
A festival in which users could take part by sending a dedicatory to a friend in the form of a tweet; these 140 characters were turned into six-second songs, which were then returned to the author and the person that the tweet was dedicated to in real-time through a Vine video.
In 24 hours, counting 200 live performances and 100.000 viewers.
Heineken asked for help from 6 artists, which turned each tweet into a song, switching between 6 musical genres (funky, new funky, indie folk, R'n'B, rockabilly), in order to create a 6-second Vine video containing the dedication that turned into a song. The sung tweet that turned into a song was then returned to each user, creating an amazing and personalized experience.
“The great success of Tweet Cover Fest, the first music festival of sung tweets”
It was the instantaneous appeal of a tweet turning into a song in less than 6 minutes that turned the “Tweet Cover Fest” into a success, leading in just 24 hours to 2.000 tweets, 100.000 views, and 10 million impacts
“Tweet Cover Fest turn your tweets into songs”
Tweet Cover Fest gained tons of media recognition, while the desired ROI for Heineken was more than encouraging, increasing the interaction on their Twitter account by more than 20%.
A festival that grabs the power of social media in a creative way that also takes into consideration the importance of tailored mobile content for the right audience.
MEDIA COVERAGE
The campaign was spread by a large number of media.
