Coke Zero Facial Profiler

Facial Profiler was a free Facebook app created to promote Coca-Cola Zero by the advertising agency Crispin Porter + Bogusky.[1][2] The app used face recognition technology to search a database of voluntarily participating Facebook users to match people based on appearance.[2][3][4] The software's algorithm analyzed face attributes like skin color, face structure and angles of the face.[1] Once matched, users could contact their look-alike via their Facebook profile.[1][2][4][3][5]

Coke Zero claimed the inspiration for Facial Profiler came from the drink itself.[1][4][5][6][7] The tagline for the project was: "If Coke Zero has Coke's taste, is it possible someone out there has your face?"[7]

Building the face database

Facial Profiler's initial phase, launched in September 2009, involved the creation of a "face database".[1][4][6] Faces were gathered from photos that users personally uploaded and tagged to Facebook, stored photos uploaded from user hard drives and webcam photos taken via the app itself.[1][3] Once the database gathered a statistically significant number of faces from both genders, various age groups and multiple ethnicities – the matching process began on December 3, 2009.[3] Reportedly, more than 288,000 people installed the application by December 2009.[1]

Matches and voting

When a match was generated, a corresponding percentage of accuracy was assigned to the match.[5][6] As more users submitted photos, the match accuracy was to increase.[5] Users could vote on the accuracy of their match and other matches.[4][5][6]

Privacy concerns

The app adhered to Facebook privacy policies.[4] It only searched photos of those who have voluntarily opted into the app. It removed user photos from their database if the user uninstalled the app.[4][5][6][7]

See also

References
  1. Clifford, Stephanie (December 30, 2009). "Seeking a Familiar Face and Finding a Coke". The New York Times. Retrieved 2009-12-03.
  2. Van Grove, Jennifer. "Find Your Digital Twin on Facebook". Mashable. Retrieved 2009-12-31.
  3. Reisinger, Don. "Coca-Cola Launches Face-Matching Facebook App". CNET. Retrieved 2009-12-03.
  4. Rivera, Matthew (December 3, 2009). "Coke Tries Facial-Recognition on Facebook". The Wall Street Journal. Retrieved 2009-12-03.
  5. "Coca-Cola Uses Photo-Recognition App to Promote Zero". Inside Facebook. Retrieved 2009-12-03.
  6. Eaton, Kim. "Coke Tries to Sell Coke Zero to You and Your Doppelganger". Fast Company. Retrieved 2009-12-03.
  7. Warren, Christina (2009-12-03). "Coke Zero Facebook App Searches for Your Digital Double". Mashable. Retrieved 2009-12-03.
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