Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

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

Google’s YouTube overtures gain traction among marketers refocusing on brand investments
YouTube is benefitting from prevailing winds propelling marketers toward brand spending.

CMOs might be pushing ahead on AI, but lack of measurement’s holding them back
CMOs embrace AI, but lack clear ROI metrics to justify full investment. Until then, measurement remains the missing link.

AI is reshaping Omnicom’s workflow. Its revenue model may be next
Omnicom leans into AI, navigating the costs and trade-offs of automation.