It started out as a hashtag. It is now a song based on a democratic message, which is compiled with 2704 tweets posted by people across India and filmed with the support of 330 people. #DontSmokeBecause is the first ever Twitter crowdsourced song conceptualized by Creativeland Asia for Godrej aer, the home and car fragrances brand.
#DontSmokeBecause was launched on the Twitter handle of Godrej Aer and asked people to write in their reasons to avoid or quit smoking. Within five days of the launch thousands of tweets came pouring in. And hundreds of reasons. The best ones and some of the more lyrical ones were selected and used to create the script.
Soon after the in-house production team shot the video with the support of people including young college students, senior citizens, working professionals, singers, amongst others. This first ever Twitter crowdsourced song took over 2 months from conceptualization to execution. And, here it is:
Interestingly, the names and Twitter handles of all the lyric contributors have been listed towards the end of the video. Owned by Twitter users, the crowdsourced song has received more than 12K views within 6 days of being uploaded, owing to the extensive promotions through the Facebook and Twitter platforms of Godrej aer. Fans have been tempted to share the video with their friends by way of exciting brand hampers as incentives.
While the feat may be a first on Twitter, a completely crowdsourced song was achieved through Facebook last year. Last April, HP India, in celebration of reaching the one lakh fans milestone on Facebook, created a crowdsourced song from its Facebook community, where all the elements – lyrics, music and video had been sourced from the community itself.
I don’t know if the campaign can convince one to quit smoking and experience the change in themselves and the air around them, but #DontSmokeBecause has set a new democratic benchmark for brands wanting to leverage Twitter effectively. This one is memorable.