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360i Minds Behind Oreo Super Bowl Tweet Promote Web Singalong

Singalongs can be messy affairs, like when that guy with the bad voice thinks he can hit soprano notes, or any Journey song comes on at a bar. A tweetalong, however, might be the perfect digital response to help us control our ¬†unprofessional musical urges. Creatives from 360i and the Brooklyn band Rumors teamed up to create a website that might help promote “Slow Down,” a single off of the band’s album XOXO.

The site, essentially a digital singalong, compiles tweets from around the world that hashtag specific words in the song. As the song plays, different tweets pop up alongside the lyrics. And if you want to take a moment to read different tweets, scrolling over the hashtag automatically pauses the song. To continue the song, simply move the mouse again.

This isn’t the first time 360i took an innovative approach to ahead-of-the-curve content. During the Super Bowl blackout, the same Dentsu-owned firm’s creatives slid out some topical content for Oreo (more on it here). Brands have to use Twitter to stay relevant in our culture, but how they go about doing that has been hit-or-miss thus far (with more misses than hits). The success of Rumors will ultimately come down to the quality of music, but this blip on the social radar screen could earn them at least a fan or two.

FYI, Matt Wurst, director of digital communities at 360i, will be keynoting Mediabistro’s April Social Media Marketing Boot Camp. Go here for more info.

Credits:
Senior copywriter: Nick Panayotopoulos
Senior art director: Roberto Max Salas
Creative Technologist: Tore Holmberg from Your Majesty.

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