Evian drops a musical Twitter app
Evian has today launched Melotweet, a free musical app that turns your Twitter feed into a game where incoming tweets appear as descending droplets that sound a note as they hit various objects that users arrange on the screen...
As the following film shows, by touching the falling drops you can read and respond to incoming tweets. You can also compose tweets in the app as normal:
The only thing is that you can't really use the app as a viable and fun working alternative to your usual way of using Twitter, because there's no way in the app to view your entire feed at a glance and scroll through it. So once you've had a few minutes of musical fun, you'll probably never refer to the app again.
Regular readers of the CR blog will recall that last week we posted about Tweetphony, a musical Twitter app created to raise awareness of the plight of an underfunded Dutch orchestra, image below.
Not only did the Tweetphony app allow users to compose a musical ditty using a digital piano interface and tweet it – but crucially it allowed you to see the campaign's hashtag feed and scroll through (and play) the musical tweets, displayed in a familiar linear feed. This allowed interaction with other users of the app - to congratulate them on their compositions, and even respond musically.
As well as lacking an interface to be able to scroll through your feed as normal (which would allow a level of usability beyond the musical drip game) Evian's app seems to completely lack any real mechanism for social interaction, which seems like a missed trick. You can merely tweet your friends and followers to say you've used it, rather than actually share an experience.
Find the app and download it for free (iPad and Android versions available) at melotweet.com.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
You've failed to point out that this app bears absolutely no relevance to the Evian brand.
Why have they made this? It does nothing to communicate or reinforce their values, it's not useful for anything other than a few seconds of play and the physics feels uncanny and unnatural - not something I want to associate with something I consume. I'm surprised that something so ill-conceived as "it would be nice if it made sounds" could make it through to market.
I tested Melotweet and I loved it.
Of course this app will never replace a real Twitter client, but I don't think that's the goal.
The app is fun, pretty, and surprising. Like a childish game. Totally what I expect from a brand like Evian.
Moreover, it's totally different from Tweetphony, which transforms music into tweets.
|Channel 4's NewsWall presents the news, in GIFs (9)|
|Sagmeister & Walsh and the robbery that never was (15)|
|RightsInfo: the online guide to human rights (3)|
|Our picks from Pick Me Up 2015 (3)|
|Graphic designer? GD& want to hear from you (3)|
|If Apple can, why can’t you?|
|See the other side to homelessness|
|How Fredrik Bond achieved an 'epic strut' for Moneysupermarket.com|
|Volvo LifePaint: awesome new product or PR stunt?|
|New Honda ad is a feat of technical wizardry|