Bang & Olufsen has teamed up with Sir Paul McCartney for a live streamed branded content event in which fans can tweet McCartney directly to ask him questions.
The event, developed by BBH, takes place today from 2pm UK time (10am E.S.T.) and is part of an on-going project called The Living Room Tour aimed at relaunching Bang & Olufsen, a high-brand whose products include headphones and speakers. It wants to underline its sound credentials by bringing music fans closer to the music and artists they love.
Users can tweet #askmccartney to ask the former Beatle questions about his music. The online content platform, created by BBH and built by Wunderman Copenhagen, will house an edited version of the interview along with additional behind the scenes footage relating to Paul McCartney's latest album, NEW.