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SEPTEMBER 21, 2009 BECK’S TAKES MUSIC INSPIRED ART INTERACTIVE AD CAMPAIGN TO LONDON’S STREETS Beck's took its ‘Music Inspired Art' campaign to another level this week with the launch of groundbreaking interactive 6-sheets, placed in prominent Clear Channel Outdoor locations around London. This media first, created in partnership with Starcom and creative agency Outsideline, encouraged passers-by to plug in their MP3 players using a headphone socket. Once they were connected with the music is playing, the ad space was filled with artwork directly generated from the music being played. The ‘Music Inspired Art' was created by monitoring what was being played and visualising different complimentary colour palettes in tandem with the music using over 200 brush shapes. This was displayed back to the consumer within a Beck's bottle label design on the boards. When the music stopped the resulting image was captured and automatically transferred to a dedicated Flickr channel for all to view at www.becks.co.uk/flickr. Each 6-sheet location was also geo-tagged allowing the finished pieces of artwork to be tracked across the sites using a London map. Ken Valledy, Beck's Brand Director at InBev UK, commented on the launch: "This is a great way to get beer drinkers to plug into Beck's and interact on a whole new level with the UK's No. 1 imported lager. "This fresh plug&play advertising initiative is about interacting with beer drinkers on their terms. We recently launched four unique bottle labels designed exclusively for Beck's by Ladyhawke & Hard-Fi as part of our ‘Music Inspired Art' campaign, this interactive media activity really helps to bring the campaign to life." Author: Zoe Jones Reply Email: zoe.jones@clearchannel.co.uk