Case study: Smirnoff’s ‘brain-controlled DJ’ gets fans sharing video

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In June 2013, Smirnoff teamed with DJ Fresh and neurotechnology expert Julien Castet to help three disabled musicians create a dance track using only the power of their brains. The social media case study looks at how the Diageo drinks brand helped to build its ‘nightlife’ brand with cutting edge technology, social media and a catchy soundtrack….

Brand: Diageo, Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video

Smirnoff Mindtunes is a program that allows the disabled to create a club track with their mind. Smirnoff teamed up with British electronic music producer, DJ Fresh and Dr. Julian Castet, the world’s leading brainwave technology expert, to develop software that transforms the musicians emotions into brain waves and then brain waves into sound waves to create music.

Castet used an ElectroEncephaloGraphy device (EEG) to measure the electrical activity of the brain, which was converted into sound waves using music software to create the various elements of the track, to which DJ Fresh then put the finishing touches.

These ideas and experiences were then shared globally by the brand across YouTube, Facebook and Twitter.

DJ Fresh said, “the power of the brain and this brainwave technology is amazing –it just goes to show what people have the power to create if they’re given the platform to do so.” Smirnoff Mindtunes demonstrates there is a creator inside all of us. Sometimes it just takes the the right tools to get there. Mindtunes (feat DJ Fresh) is available on iTunes, with all proceeds going to the Queen Elizabeth Foundation for Disabled People.

The campaign formed part of the £7m #yoursforthemaking initiative that used influential individuals in the UK music and nightlife industry to identify new nightlife ideas and experiences.

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