On March 22, Coca-Cola hosted a live music event called “24-Hour Session,” featuring Maroon 5 and ten up-and-coming musicians in a day-long music session that was streamed live online. Viewers were encouraged to interact with the bands by tweeting suggestions, comments, and pictures, as well as voting on the band’s musical ideas. MediaPost.com reports on whether the event struck a chord with its teen target market.
The event was part of “Coca-Cola Music,” an initiative to give teens an inside glimpse of the music-creation process. The session was heavily promoted on Coca-Cola’s Facebook page with its more than 26 million “likes,” along with their Twitter page with its 277,000 followers.
While viewers tried to engage with the bands throughout the day-long session, Maroon 5 hardly paid attention to the incoming tweets and requests. Nexus Interactive Arts even developed a movement-based projection screen that projected fan feedback onto a studio wall, but the comments went largely unnoticed by the bands. The positive result of the event was the song, “Anybody Out There,” which is available for free download on the Coca-Cola website.
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Written by Michael Del Gigante