MRY decided the best way to promote one-touch music was by helping people to create content worth sharing. #TweetSinger turns any tweet into a song, every update into a double-platinum hook. Users type their message, select a mood, and share their tweets through song.
We partnered with Oddcast to turn type to speech, and then used Songify technology to turn speech into music. The result transcended language, as people shared TweetSongs that melodiously mixed everything from French to phonetically spelled Hebrew.
To promote one-touch music sharing in Sony's Xperia NXT smartphones and driving engagement within Sony's digital ecosystem.
In the first month alone, people in 176 different countries were creating TweetSongs. In just three months, over 70,000 TweetSongs were created and played over 300,000 times. In all, #TweetSinger generated a huge boost for Sony Xperia, with the average visitor spending seven minutes on SonyMobile.com.