Marketing and technology agency LBi has developed #TweetSinger, an innovative sing-your-tweet auto-composer to help promote Sony’s Xperia smartphones.
The online experience located at tweetsinger.sonymobile.com
, was designed and built by a team of LBi experts and allows users to type text into the #TweetSwinger online engine, select from one of five music genres (Chill, Funky, Upbeat, Swagger or Rave) and let the engine auto-compose the text in to the chosen song style.
The result can be listened to moments later and posted directly as an update via Twitter, Facebook or Google+, making the process of sharing updates fun and entertaining, whilst also emphasising that Xperia smartphones offer consumers the best connected entertainment experience available on the market. A core feature of the new Xperia series is their ability to allow users to instantly share music or images with other Sony products with a simple touch function, enabled by Near Field Communication (NFC) technology.
#TweetSinger is part of the second phase of Sony’s ‘Made of Imagination’ integrated marketing campaign which includes TV, print, outdoor and point of sale promotion, involving a wide mix of agencies including McCann Erickson, Momentum and PHD.
Stephan Croix, VP, Head of Global Marketing Creation at Sony Mobile, said: "TweetSinger is an innovative, engaging and fun element of our latest marketing campaign and showcases the superior connectivity, entertainment and sharing functionality of our Xperia smartphones."
Cedric Devitt, Creative Director of LBi in New York, said: “Much like how Instagram makes our everyday photographs seem like works of art, #Tweetsinger allows users to turn their tweets intoinstant hits. As people play around with #TweetSinger they will discover that there is an artform to writing a tweet that will eventually be sung. The idea is a simple metaphor for how an Xperia™ phone can transform an everyday experience like sharing music and pictures into something more meaningful and memorable.”