| Title | TWEET COVER FEST |
| Brand | HEINEKEN |
| Product/Service | ALCOHOLIC DRINKS |
| Category |
G01. Social for Mobile |
|
Entrant Company
|
FCB SPAIN Madrid, SPAIN
|
|
Advertising Agency
|
FCB SPAIN Madrid, SPAIN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Madrid, SPAIN
|
|
Production Company
|
BOSALAY PRODUCCIONES Madrid, SPAIN
|
Credits
| Pedro Soler |
FCB Spain |
Executive Creative Director |
| Alfredo Vaz |
FCB Spain |
Creative Director |
| Mauro Rodríguez |
FCB Spain |
Creative Director |
| Manfred González |
FCB Spain |
Art Director |
| Ana Amador |
FCB Spain |
Copywriter |
| Alberto Pérez |
FCB Spain |
Art Director |
| Vicente Albert |
FCB Spain |
Art Director |
| Olga Viejo |
FCB Spain |
Copywriter |
| Aurora Montes |
FCB Spain |
Agency Producer |
| Bosalay |
Bosalay Producciones |
Production |
| Albert Sala |
Bosalay Producciones |
Film Director |
| The Lobby |
The Lobby |
Sound Studio |
| Julia Sanjuan |
FCB Spain |
Account Director |
| Rosa Martínez |
FCB Spain |
Account Executive |
| Pepe Garcia |
FCB Spain |
Digital Strategy |
| Courtney Imel |
FCB Spain |
Digital Analytics |
| Manuel López |
FCB Spain |
Head of Strategy |
Creative Execution
Tweet Cover Fest, 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 the returned to the author and the person that the tweet was dedicated to in real time through a Vine video.
We managed to create a brand content, generating 2.000 tweets in 24 hours, 100.000 views, and best of all, reaching 10.000.000 impacts and Twitter interaction increased by 200%. Besides that we obtained publicity in advertising and music media. A major challenge that generated tailored mobile content four our audience.
Heineken sponsors some of the best music festivals in Spain, but this remains unknown to the social media audience. For that reason, we decided to take music to the world´s biggest stage, Twitter. We created the first festival of sung tweets in history ,Tweet Cover Fest. An online advertising campaign where Twitter and Vine came together in a way to connect the digital audience. Allowing users to form part of an online music experience in real time on Twitter. Converting our users into 6 second authors of songs.