Branded content production has a vast potential in Italy, it could provide a good alternative to the entertainment offered by the only two great TV networks, Rai (public) and Mediaset (private). A potential still widely unexploited due to poor broadband coverage over the country, limiting the access to online contents, and to the low investments from companies, still leaning towards traditional media. However, the growth of a third TV network, Sky, and the slow but constant spreading of broadband coverage boosts new entertainment and contents production.

To create the music videos we sent the users, we developed a software detecting all tweets using #ifyouareinlove and translating every letter in an alphabet of real tweets thus creating a customized melody for each one.

Using these melodies the same software generated a music video, inspired by one of 10 possible musical styles with corresponding soundtracks, where little birds tweeted the message.

The software was finally sending from the new Control profile to the user a tweet containing the link to see the customized video.

The Tweet if You are in Love operation generated more than 10,000 connections for over 3,000 minutes of animated videos and created a fan base of more than 4,800 followers in two weeks. But the best thing about these results is the quality of the contacts we reached thanks to the hashtag dedicated to lovers. People that have a real interest in getting in touch with the brand, furthermore received customized content designed to be shared with their loved one.