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So you want to build a mailing list?  Looking for creative ways to do that?

Maybe BIG is the new creative.  At least that’s what Coke Zero thinks with it’s new Facebook digital campaign inviting everyone to upload a photo of your face into a new facial recognition database, and then they will match your face with others around the world.  Maybe a bit bizarre, but hey, what was your great idea?

In the ad they specifically say they “will not release the results until the “database” is filled”.  No one really knows what that means, but everyone knows databases are not friendly concepts to ‘joe public’.  Is this just another way to capture your private data?  Well maybe - but then again, it might be just a great way to suck you in to the brand - in a BIG way.

The point here is that the technology exist, and building & launching a database site is really not that difficult.   The brilliance here is in the distraction whereby an experience and value exchange are compelling, and the consumer and the brand engage (both get what they want).

What’s most amazing is that I’m talking about it.   A win for Coke Zero!  (Anything’s better than those lame broadcast ads of the two supposedly ‘brand managers’ pitching the idea that Coke Zero stole the taste of Coke.)

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