I talked last week about the amazing 24-hr live Music Session with Maroon 5. I’m following-up this week to provide the numbers to help capture the magnitude and success of the event:
- More than 350,000 views were logged on the 24hr Session livestream.
- Fans from 139 countries spent an average of 10.5 minutes on the site.
- More than 25,000 fans Tweeted their thoughts and messages of support via @Coca-Cola using #withMaroon5.
- Impressions: Twitter – 107.8 million, Facebook – 47.1 million, YouTube – 87,000+, BuzzFeed – 12.1 million.
- Expressions: Twitter – 23,000+, Facebook – 64,000+, YouTube – 482,000+, BuzzFeed – 18,000+.
- The event will be certified by the Guinness Book of World Records as the largest-ever online songwriting session.
The 24-hr Session successfully generated both impressions (the number of fans who saw the content through www.coca-cola.com/music, Facebook, Twitter, YouTube and other social media channels) and expressions (how fans reacted to and engaged with the content through comments, “likes” and more).
We purchased a promoted Twitter trend for the first few hours of the session to steer people to the event, however, activity spiked at the end of the session that was not supported with media spending. This shows that the traffic and interaction at the conclusion was completely viral, and that the event had gained traction both through social media chatter and online press coverage.
For the first 100,000 downloads, Coca-Cola will make a donation to The Coca-Cola Africa Foundation’s Replenish Africa Initiative (RAIN) to provide access to clean water to thousands of people in Africa. By downloading this song, you will help RAIN achieve the goal of providing at least 2 million Africans with clean water by 2015.
If this isn’t a prime example of emerging media, I don’t know what else is …