ASIA-PACIFIC – INDIA – August 30, 2013 – The first ever Twitter crowd-sourced song dubbed #DontSmokeBecause was produced by Creativeland Asia for brand Godrej Aer. Initiated from a hashtag, the song compiles 2,704 tweets about anti-smoking posted by people across India and filmed with 330-strong supporters.
#DontSmokeBecause was launched on the twitter handle of @Godrejaer, asking people to write their reasons to avoid or quit smoking. Thousands of tweets came in within five days. The team chose the best candidates for lyrics, which took two months to complete.
Creativeland Asia executive director Anu Joseph said: “In the early days of Twitter we had created a successful twitter-based campaign to track inventory for Hippo. Since then we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively.”
