2Days Beat

A crowdsourced audio track

See the full experience

By: Stinkdigital , 180 LA , Skunk

Brand: HP

The Story

Becoming a songwriter just got a whole lot easier thanks to 2Days Beat, a campaign by Omnicom's 180LA that showcases HP's new Split x2 hybrid laptop/tablet. More than 10K YouTube comments were submitted through the 2Days Beat YouTube channel using the hashtag #MixingBeats. Producer Clams Casino and hip-hop MC Vic Mensa then wrote three new tracks during a visual and audio jam session.

  • Image of campaign
  • Image of campaign

The moderated comments were incorporated into the video right away as artists created the visions directly on the set. Users could see this happening throughout the two-day live video shoot with the help of YouTube and HP Split x2. The art team created posters, vinyl stickers and original art on set in real time, using the comments either as suggestions that influenced the direction of the music or as snippets that appeared in the lyrics.

The Technology

The Results

Viewers spent an average of 12 minutes viewing the live video shoot, and 200 user comments were turned into lyrics, music and artwork for the final product.

  • 10K

    YouTube comments

  • 214K

    Live stream viewers

  • 10

    Hours of live footage

Launch Date Nov. 14, 2013

The Team

  • Stinkdigital

    • 180 LA

      • William Gelner
        Chief Creative Officer
      • Dave Horton
        Creative Director
      • Matthew Woodhams-Roberts
        Creative Director
      • Zac Ryder
        Copywriter (ACD)
      • Adam Groves
        Art Director (ACD)
      • Natasha Wellesley
        Head of Production
      • Dave Stephenson
        Senior Producer
      • Christopher Neff
        Director of Interactive Production
      • Nancy Bernacchi
        Account Director
      • Aleks Rzeznik
        Account Manager
      • Frith Dabkowski
        Account Manager
      • Eric Reilly
        Account Coordinator
      • Loretta Zolliecoffer
        Business Affairs Director
      • Andrew Zakim
    • Skunk

      • Greg Brunkalla
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