This feeling of “not knowing the words” has been experienced by every one of us. Especially on the evening of Midsummer Night while singing national songs. At this Midsummer Night something had to be changed! And we made it happen!

LMT, in cooperation with DDB and Cube, became pioneers during this midsummer celebration and created the first application in Latvia as part of a marketing campaign. Each owner of an iPhone or iPod Touch could and still can download the Midsummer Night application free of charge. Combining ancient traditions with modern technologies, almost 2000 iPhonists this year at the bonfire could set the tone and together with friends on Midsummer Night chose among almost 400 folk songs for Midsummer Night adding a national instrument, voices of national singers or other musical elements to the classical melody of Midsummer Night, which made the singing even more exciting. Changing the lyrics of the song was especially easy – you could just shake the iPhone or iPod Touch to display a new song on the large screen.

Thanks to nice guys at Cube who created the user manual for the application, which was viewed by more than 6000 people, within its first few days this application became the most downloaded application of the “Apple App Store” which has been created in Latvia. According to the comments on Twitter, some of the Midsummer holiday makers had chosen iPhone precisely because of this reason, and those who did receive the Midsummer Night application just wouldn’t stop shaking the phone and reciting the merry four-line folk songs.

But most importantly, with the help of this application, each Latvian could once again prove why we – the Latvians – are called the nation that sings!