• by Larissa Faw , February 5, 2016

While Bose has been the official headphone sponsor of the NFL for several years, the music brand hasn't launched any initiatives directly related to the Super Bowl during that time. 

However, with the upcoming 50th anniversary of the Big Game, Bose felt it was a special event worth celebrating in a more direct manner. 

As a result, it has developed with agency 360i, a program called FanTracks, a special music composition fueled through social media. The campaign kicked off on February 1 with a launch video and Bose encouraged fans to use the hashtag #LetsHearIt.  

Now, during the weeklong lead-up to Super Bowl Sunday, Bose and 360i are transforming Tweets into tracks in real-time with the help of a live, band and singers – from Norwegian Metal, to Country, to Funk and Gospel. The brand also partnered with social influencers and Bose’s athlete partners to seed the idea and generate additional tracks. 

In addition, the initiative is supported with social content on the Bose's Twitter, Facebook, Instagram and YouTube accounts, as well as a Bose-branded Tumblr. 

The concept is designed to use the excitement of the game to drive brand preference and attract new customers to Bose. 

Bose has worked with 360i since November 2015.