The ads will encourage people to plug in their MP3 player and the ad space will be filled with artwork generated from the music being played.
The resulting image is then captured and automatically transferred to a dedicated Flickr channel.
The interactive ads form part of the brand’s “Music Inspired Art” campaign launched recently with the unveiling of four new Beck’s bottle label designs created by Ladyhawke and Hard-Fi.
Ken Valledy, Beck’s brand director, says the ads are a “great way to get beer drinkers to plug into Beck’s”.
The sites will be live from 21 September
Last month, the brand’s owner, Anheuser-Busch Inbev appointed two Publicis Groupe agencies, Publicis New York and Publicis Modem East, to handle global creative duties for Beck’s.