In this blog I’d like to talk about a crowdsourcing and co-creation campaign from Coca-Cola. In cooperation with Maroon 5 they organised a 24-hour during live stream. In this period people from all over the world could contribute to create an original track. The song had to be written, recorded and produced within 24 hours. When fans visited the website of this campaign, they were able to see the studio from different angles. They could communicate with the band through different social media networks. Fans were able to comment and suggest ideas for the lyrics and rhythms for this new track. This input was projected on a large screen in the studio. If the song would be downloaded by fans all around the globe over 100.000 times, Coca-Cola would donate the amount of money they have earned to a charity called the RAIN Foundation.
Despite the fact that the idea was original, the campaign itself didn’t create quite a lot buzz. The (after)movie of the campaign was only viewed 15.000 times on YouTube. At the time Coca-Cola was promoting the campaign on their social media accounts. They had about 23 million followers on Facebook, but no more than 6.000 subscribed for this particular event. What went wrong?
Personally, I think this concept was one of a kind. A song was created in a whole new way. Coca-Cola had the courage to experiment with new ways to create music. This kind of innovation is exactly what the music industry needs because I think that the music industry has lost its creativity. Everything is about the money, it should be about creating art.
As I was very curious to learn about this (failed) event, I have scoured the internet to find some answers. Several answers were given. Some claimed that the engagement was low because Maroon 5 was the participating band in this campaign. Others claimed that the content marketing campaign was not executed properly. There was not enough content about this event available.
However, most people claimed that the event failed because of the fact that they had to subscribe with their Facebook account as they didn’t want to share their personal information with Coca-Cola. I think I wouldn’t have participated as well when I had to subscribe with my Facebook account because I neither want to share my personal information with Coca-Cola.
All in all, I think that it was an unique and original concept of Coca-Cola. However, I think it could have become a bigger success if they let people choose whether or not they would subscribe with their Facebook account. Besides, it would have been wise if they had done some research to decide which artists would generate enough buzz for the campaign. Who topped the Billboard chart at that particular moment?