Coca-Cola concluded probably the largest experiment in the brand’s music history—its 24-hour live session with Maroon5, during which the band were writing and recording a new song. Throughout the unique event, which was steaming live online, the band’s and the brand’s fans from all around the globe were supporting the guys in the studio by tweeting with hashtag #WithMaroon5 (the messages popped up on the interactive wall in the studio).

For this experiment, which kicked off on 1p.m. EDT on March 22, Coca-Cola also invited 10 aspiring musicians, who were collaborating with Maroon5 on a new original track, composed from scratch. Web users were encouraged to visit the project’s page at www.coca-cola.com/music to see how the song was being created, feel closer to the band and interact with it, shaping the experience and contributing to the tract. From time to time, Maroon5 asked the public, which twist in the new song they would prefer (for instance, if it should be electric or acoustic), and the people from all around the globe responded, and the results immediately appeared on the wall in form of bubbles. When the band felt low in inspiration, they were doing yoga, played table tennis and asked public to send pictures through Twitpic, and that was another awesome way to contribute to the project.

Now, with the session being closed, the track is ready and waiting for April 1 to be released as a free mp3—for the first 100,000 downloads Coca-Cola will make a donation to RAIN, an initiative which provides clean water to people in Africa. Recently, the company also released a new track dubbed ‘Kenya’ to raise money for the clean water projects of the Replenish Africa Initiative (RAIN)  program—contributors, which donate amounts of their choice, receive a link to download the track, recorded by Solange Knowles, Chris Taylor Twin Shadow.

The Coca-Cola 24hour Session project was conceived by Wieden + Kennedy, and «the online design aspect was handled by SapientNitro.»