24HR MUSIC SESSION by Wieden + Kennedy Portland for Coca-cola

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24HR MUSIC SESSION

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy Portland
Art Director Nicole Schultz
Copywriter Mike Egan
Producer Dom Felton, Huey Nham
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: WIEDEN+KENNEDY
Date of First Appearance: Mar 22 2011
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Entry URL: http://www.coca-cola.com/music/en_US/24hrsession/html/Coke24hrs_PostEvent.html
Global Interactive Creative Director: Iain Tait (Wieden+Kennedy)
Senior Account Director: Cheryl Rogers (Wieden+Kennedy)
Senior Producer: Kate Leo (Wieden+Kennedy)
Creative Technology Director: Igor Clark (Wieden+Kennedy)
Senior Developer: Trent Johnson (Wieden+Kennedy)
Global Account Director: Spence Kramer (Wieden+Kennedy)
Digital Design Director: Dom Murphy (Wieden+Kennedy)
Producer: Dom Felton (Wieden+Kennedy)
Community Manager: Ginevra Kirkland (Wieden+Kennedy)
Head of Production: Rob Steiner (Wieden+Kennedy)
Digital Designer: Brian Votaw (Wieden+Kennedy)
Copywriter: Mike Egan (Wieden+Kennedy)
Senior Copywriter: Jared Elms (Wieden+Kennedy)
Art Director: Nicole Schultz (Wieden+Kennedy)
Producer: Huey Nham (Wieden+Kennedy)
Developer: John Cohoon (Wieden+Kennedy)
Site Design and Development: Sapient (Sapient)
Band Management: FRUKT (FRUKT)
Interactive Projection System/Broadcast Content/Event Production: Nexus (Nexus)
PR/Media/Studio and Event planning: Lexis (Lexis)
Media placement: Digital - FB Event Page - 2/25/11
Media placement: Digital - Event Teaser Site - 2/28/11
Media placement: Digital - FB Event Posts (Ongoing) - 3/1/11
Media placement: Digital - Twitter Posts (Ongoing) - 3/2/11
Media placement: Digital - Twitter Promoted Trend - 3/22/11
Media placement: Digital - Event Site Livestream - 3/22/11
Media placement: Digital - Event Site Wrap Video/track Download - 4/1/11

Insights, Strategy & the Idea
On March 22nd, Coca-Cola Music, Maroon 5 and teens from around the world collaborated to compose an original song from scratch in just 24 hours. We wanted to let fans into the closed world of the recording studio, so we created a gesture-controlled surface that put social media at the heart of the process - as well as offering a live HD stream for the full 24 hours.

Creative Execution
We created a Facebook event - encouraging fans to RSVP to the 24hr Session and invite friends to attend with them. Twitter and Facebook were used to build anticipation and awareness.

For the event experience we projection-mapped tweets, images and content onto a surface inside of the studio; using Kinnect cameras we enabled the band to interact using gestures. Taking fans' messages and turning them into visible, life-sized, expressions.

Over the course of the 24hrs, alongside the live HD video stream, we used Twitter to keep a dialogue going with fans. We offered a running commentary, delivered challenges to fans and allowed them to vote on key decisions using hashtags. When a fan’s tweet was featured in the studio we sent them an @reply to let them know and included a TwitPic of their content on the wall as a keepsake.

Results and Effectiveness
As a result, we had steady participation from 139 countries, 14.6% global engagement rate – (3x the average Twitter rate of 3-6%), a 387% increase in average daily growth for @cocacola following, 31,000 mentions of #WithMaroon5, a 1,300%+ increase in @cocacola mentions and 1 great new Maroon 5 track.