Sony Mobile: TweetSinger

To promote the one-touch music sharing in Sony's latest phones, we helped people turn their most mundane tweets into highly sharable tunes. Simply type your tweet, set the mood, and boom: a retweet-friendly 140-character jam.

We partnered with Oddcast for the text-to-speech, and used Songify's technology to turn speech into song. Within days, people in 176 different countries had created TweetSongs. There were rave-y tweets supporting English football clubs, Bollywood-infused election updates, and tweet-rap battles. And just like Sony's Xperia phones, they made sharing more entertaining.

Nearly half a million visitors spent seven minutes per visit with TweetSinger, creating over 70,000 tunes.

Role: Creative direction and concepting
Client: Sony Mobile
Agency: LBi