Despite previous promises by the Dutch Government, the Metropole Orchestra's subsidy continues to come under threat of cuts. Havas Worldwide Amsterdam needed to showcase the orchestra’s commercial adaptability and the broad support they enjoy from the Dutch public.
In an eight-hour-long, crowd-composed concert, people were asked to instruct the orchestra on what to play via Twitter. Literally. Tweetphony was a symphony of music compositions created entirely of tweets based on the keyboard letters associated with notes. By accessing a special campaign site, which makes use of a digital piano interface, participants could compose music and listen to other musical tweets. The entire concert was streamed live and a video of each Tweetphony was immediately sent back to its composer.
The campaign generated an earned PR value of around one million euros and an OTS over five million. Thousands of people composed a Tweetphony and a total of 33 were arranged and performed by the orchestra. The story was picked up by all the major Dutch newspapers and radio & TV stations, including an item on the flagship 8 o’clock Dutch national news. The orchestra reached millions with their message: Let the Metropole Orchestra Play! In addition, "Tweetphony" has won big at the 2013 Cannes Lions with both a Gold award in the PR category and a Silver in the Cyber category.
Also, the campaign was a 2013 CBI Awards finalist.