Coke Zero Doubles Down On Facebook

Coca-Cola profiler

It's been said that everyone has a double somewhere in the world. Now Coca-Cola is testing that theory with a new promotion for Coke Zero inviting people to find their own doppleganger via Facebook.

The Coke Zero Facial Profiler app on Facebook invites users to upload their photos to a database the beverage giant is compiling to match people's faces using "next gen facial recognition technology." The Profiler effort continues the ongoing campaign theme that no-calorie Coke Zero tastes just like the real thing.

"If Coke Zero has Coke's taste, is it possible someone out there has your face?" reads a Flash-based animation introducing the promo on the Coke Zero Web site and the Facebook app. It shows photos of two similar-looking bearded guys and encourages people to add their photos to the database. "The sooner its filled, the sooner we can unlock the results."

Presumably, when enough photos have been collected, participants will find out if they have an evil twin. The lack of detail offered about the Facial Profiler appeared to be in keeping with the playful air of mystery and intrigue Coke contrived for the promotion. Once a facial match is made, "How you use that information, well that's up to you," states the Facebook page for the app, hinting at potentially nefarious uses for a double.

Under the terms and conditions for the campaign, Coke says it will remove photos submitted within 48 hours of a request. (Facebook earlier this year cracked down on third-party developers for using members' photos in ads without their permission.)

Some users so far seemed more annoyed than intrigued. "It would be nice if they told us how big this database needs to be and the number of people signed up not just some percentage with nothing to compare to," wrote one commenter on the page. Based on user comments, the photo database appeared to be about 20% filled as of Tuesday.

People can invite others to join the Facial Profiler promo via the app, and through Facebook Connect, they can share it with Facebook friends on other sites. The campaign also allows people to become "fans" of the Profiler and Coke Zero on the social network.

Earlier this year, Coke Zero launched a video promotion giving March Madness fans a chance to appear in a special segment aired just prior to tip-off during the NCAA Division I Men's Bastketball National Championship game. Fans were encouraged to upload their most animated videos supporting their favorite teams.

Next story loading loading..