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
Marketing Briefing: Madison Avenue, Hollywood get closer, with marketers more ‘open to bigger investments’ in entertainment
Major marketers are looking to deepen the ties between Madison Avenue and Hollywood following the success of recent brand and entertainment efforts.
Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge
This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its browser.
The VCT Team Capsules represent the first time Riot Games has opened up an in-game revenue share opportunity to every team participating in one of its esports.