Bose forgoes halftime Super Bowl spot and turns fans' tweets into songs instead

Bose is the latest brand to take advantage of Super Bowl hype through a social media campaign that is turning tweets into lyrics as part of its FanTracks initiative.

Up until and throughout Sunday's Big Game, the company is inviting followers to cheer on the Denver Broncos and Carolina Panthers using the hashtag #LetsHearIt.

Fans' posts will take centre stage in real tracks recorded with the help of a live band. The songs will pay homage to a variety of musical stylings – from Norwegian metal to funk.

Devised by 360i, the campaign aims to highlight how Bose "makes everything sound better, even 140 characters".

Those partial to using emojis in their tweets need not worry, the campaign will see singers translate emoticons for use in lyrics as seen in the video above, so the soccer ball icon followed by the a dancing emoji is verbalised as "Tiny football, two ladies dancing" etc.

The campaign is reportedly set to include a paid push, though its not yet known how extensive this will be.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering events in Europe and the US like Ad Week, Dmexco, Dreamforce and Ciclope.

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