Crowdsourcing has become all the rage over the past few years. Coke has already dabbled in crowdsourcing—remember its crowdsourced Super Bowl ad? The brand is once again giving its fans a say as part of its “Perfect Harmony” program.
Coke, in partnership with Fox’s “American Idol,” has gotten pop star Carly Rae Jepsen, of “Call Me Maybe”-fame, to write a song for “Perfect Harmony.” The catch is that fans can vote on their favorite lyrics and instruments.
The song is tentatively called “Take a Picture.” Each week fans can vote on which lyrics they want to see end up in different stanzas of the song. The voting works through a Facebook integration. Once users have cast a vote they are given access to special content like clips of the song and videos of Jepsen. By casting votes, fans also get entered for the chance to win a trip to the “American Idol” season finale performance or other Coca-Cola and “American Idol” prizes.
More in Marketing
The anatomy of an agency chief client officer
Several major agencies have moved to appoint chief client officers to their top cohorts lately.
How marketers rank this year’s generative AI image, video tools
Digiday’s 2025 agency generative AI report card explores the winners and losers of the generative AI landscape.
In memoriam: Brands we lost in 2025
Digiday Media staff rounded up some of the most notable brand names we lost in 2025, like Joann and Rite Aid.