We created ‚The Verse’, an interactive music video, based on the festival promo single. What made it unique was the possibility of creating your own lyrics and immediately seeing them sang by the top polish music artists.

To achieve a proper effect and make sure that the users’ verses sound right and make sense, we dissected the original song to find out the number of syllables, melody, pitch and tone of each word. Then we chose 3000 words to match this pattern and we recorded them with the artists. Fitting them into our formula, created infinite possibilities for custom lyrics.

150 000 versions of the song were created and shared online by the users. Each version was different and unique, based on the user’s own lyrics. Users started using them in their personal conversations and social media comments.

‚The Verse’ was picked up by offline and online media, who spread the idea and engaged more users. The additional media coverage allowed the campaign to reach over three million of users.

The Zywiec brand succesfully reached users in the online space and achieved a massive media presence. The unprecedented interactive experience made 2014 the festival’s most succesful edition to date.

Zywiec, Heineken Group’s iconic polish beer brand, is the owner and sponsor of a concert tour, dedicated to polish music. Unique locations, the festival design and unprecedented artist collaborations make it an extraordinary experience for the polish audience.

Our goal was to reach the younger demographic and to show them the true spirit of the brand’s own music festival and the line-up. To expand Zywiec’s unique music experience beyond the borders of the physical venues.

We decided to provide a platform, which would allow the consumers to actively participate in the music experience and share it. We were aware that one of the strong insights, driving engagement, is the possibility of seeing top artists sing the user’s own lyrics. However, we also knew, that we need to create a tool with a low barrier of entry and a high pay off for both - the content creators and their audience.