Recently there’s all this buzz about Evian’s new Twitter campaign called Melotweet. Basically, in one small blurb, it is an app designed for Ipads and Android tablets where you can turn your Twitter timeline into a musical experience. Your incoming tweets turn into droplets that drop down your screen in random areas.  You can customize the screen with different obstacles in which the droplets will hit onto and create soothing musical notes to create a musical piece.

“What if Twitter ceased to be a tool to become a toy?”, Melotweet asks.

 

Some may ask, how does a musical app like this got anything to do with water? Well, Evian is apparently trying use this as a symbol for their “Live Young” brand. Possibly relating the feeling of creating a fresh new perspective (like young people would) to the Twitter platform.

My opinion on this campaign? I’m neutral (leaning on the dislike side).  The app is fun and interesting, but it’s not really practical at all.  On the consumer end, I don’t really see why I would use this app more than once (if at all). But then again, this campaign did receive a lot of buzz in many blogs and news articles. Funny thing is, even with all the media attention, their official promotion video still only has 2700 views.  For many, it’s a new concept by incorporating a musical element to Twitter, but it’s been done before. Have you seen the Twitter campaign hosted by Metropole Orchestra called Tweetphony? Now that’s an amazing musical Twitter campaign.  I just don’t see a strong tie between Melotweet and Evian’s brand.

What do you think? Does Melotweet make you want to buy more Evian water?