Coca-Cola fans to co-create with Maroon 5

Coca-Cola is planning a global campaign partnering with the band Maroon 5 based on the concept of a “24hr Session”.

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The campaign invites fans to engage with Maroon 5 as they compose an original song in just 24 hours.

The songwriting event takes place on 22 March and fans can interact with the band and critique or help with the lyrics, rhythms and riffs of the song via the global digital hub at www.coca.cola.com/music website in real time via new technology.

The 24hr session will be promoted to more than 20 million consumers via the Coca-Cola Facebook page. The @cocacola twitter account will be used to keep fans informed about what is happening in the studio and will post updates and questions from the band.

The studio will feature “cutting edge” technology to allow the band to communicate with the fans. A movement based projection system will stream the thoughts, inspiration and comments of fans directly on to studio walls.

Bloggers from nearly 20 countries will be on site to be involved in the process.

Director of global entertainment marketing Joe Belliotti says: “This is the most ambitious and experimental effort in music Coca-Cola has ever undertaken.

The digital hub goes live on 25 February and the 24hr session has been devised by Wieden & Kennedy.

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