To promote the second season of The Midnight Tweets we wanted to utilise the bands significant social presence and online origins with a campaign that would resonate with their fans. The idea was for the band to recreate 140 character tweets as songs. Rather than using YouTube (the bands preferred video network) I suggested we use vine for this as it was an emerging platform and the 6 second video limit would be perfect for songs the length of a tweet, so we set them up a new profile and promoted the campaign via their YouTube and Twitter accounts.
Phase 1 of the campaign was creating songs from hilarious celebrity tweets and posting them to Vine and twitter. This got fans exited, sharing them around with their friends. After this we asked fans to send in their own tweets to the band that they would like musically delivered to any celebrity or company they wished… Live! We drove around in a mini van for the day whilst the band wrote songs for tweets that were coming in on the fly. This allowed them to write, play, record, edit and post the videos pretty soon after the messaged were received. The instant, reactive nature of this means we had an engaging online conversation happening on the day of TX, building buzz for the show. Finally, we ended with a tune in CTA to finish the whole thing off.