Instead of running a $5 million Super Bowl ad, Bose wants social-media users to jam out. The music-electronics brand is taking tweets and turning them into lyrics for its FanTracks initiative, which was created by New York agency 360i and is focused on Twitter and a dedicated Tumblr blog.
Through Sunday's Big Game, the Framingham, Mass.-based audio company is encouraging consumers to compose tweets with the hashtag #LetsHearIt. Their words and emojis will be set to a variety of musical styles, such as country, gospel, funk and even—yeah, baby—Norwegian metal.
Such tracks will be recorded by musicians at one of Bose's studios and posted via its social channels. The campaign will include a paid push, though it's unknown how extensive the ads will be.
The Super Bowl tie-in involves calling on fans of Denver Broncos and Carolina Panthers—the NFL franchises playing on Sunday—to tweet about their teams while using #LetsHearIt.
The idea of verbalizing emojis is, well, pretty fun. When a Norwegian metal tune surfaces on YouTube, we'll be sure to update this story.
In the meantime, check out the preliminary video Bose posted on Tuesday: