Coffee makes you feel full of energy, humor does the same. Basing on this fact, Starbucks-owned Seattle’s Best Coffee is kicking off a unique project dubbed ‘Declare Your Level Show’ on Facebook to promote The Level System of coffee blends, introduced in late 2010, and engage the users in creating comedy content together with celebrated improv troupe Second City. The project, which will be launched on April 13 at 1 p.m. Eastern, will see twenty-one trope’s actors and five directors improvising live using the content provided by the audience.

The project seems to have a lot in common with the recent music session with Maroon5 launched by Coca-Cola. The show will last for 24 hours online as well and is also designed as a partly crowd-sourced initiative. Users are invited to ‘like’ the Seattle’s Best Coffee Facebook page and when the whole thing starts they will be prompted to choose one from the five Levels— “from a light, crisp Level 1 to a bold, dark Level 5.” Upon selecting their favorite variety, users will be able to watch a Second City congratulatory video dedicated to their Level and answer brief questions that will inspire the piece. The participants will be placed in queue to proceed further and be a part of those approximately 1,000 people who will inspire actors to create improvised personalized bits ranging from sketches, songs to one-liners by typing something for the troup.

Once the on-site editors finish the bit, it will be posted to the user’s Facebook wall using technology developed by social-media technology company Vitrue, AdAge reports—this is “the first time this technology has been available,» as the press release states.” In addition to this, first 1,000 people who enter the project by declaring their Level will receive a free coffee sample that brews a 10-cup pot of coffee.

“When it comes to integrated marketing, so often you have to choose between driving an emotional brand connection or a hard-hitting product message; but the beauty of the Declare Your Level Show is that it lands both in a very big way,” commented Michelle Gass, president Seattle’s Best Coffee. “We learned early on that Facebook is a great way to get our coffee into thousands of people’s hands and this is just one of the many ways we plan to activate consumers as we build a long-term relationship with them.”