Probably one of my most interesting experiences working with Wieden+Kennedy was to plan, participate in, and manage a “social music” event for Coca-Cola with Maroon 5, live from London.
The gist: Maroon 5 had 24 hours to write, record, and produce a track, all based on audience input via Twitter. We asked the legions of @CocaCola fans questions about the form the song should take, and to vote via hashtag – “#electric or #acoustic”, for example. We displayed fans’ Twitter questions on the wall of the studio, and the band could use Kinect technology to interact with the displayed tweets. Sound like a lot of moving parts? You have only an inkling.
Here’s the end result.