In order to promote the Male Music festival in Poland, the festival's biggest sponsor, Zywiec stepped in with an online application where you could write your own verse for the hit song 'Electrical.'
With The Verse web application, users were encouraged to make up their own lyrics no matter how serious, silly or sad. But the best part of the campaign was that it promised to have top Polish artists perform each and every one of the verses that were created, resulting in over 150,000 unique videos. Unsurprisingly, The Verse took off on social media, where people were spreading the videos that they had created like snippets of conversations, no matter how nonsensical they turned out to be. You can try out the experience for yourself on The Verse website here.