Coke Zero Facial Profiler

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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 [3][4] to match people based on appearance.[2] 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][3][4][5]

Coke Zero claimed the inspiration for Facial Profiler came from the drink itself.[1][3][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[edit]

Facial Profiler’s initial phase, launched in September 2009, involved the creation of a “face database.” [1][3][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][4] 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.[4] Reportedly, more than 288,000 people installed the application by December 2009.[1]

Matches and voting[edit]

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.[3][5][6]

Social media aspects[edit]

Facial Profiler was both a Facebook app and search tool. It underscored the evolution of social media, connecting people outside of their everyday routines of work, school, friends or hobbies.[7]

Privacy concerns[edit]

The app adhered to Facebook privacy policies.[3] 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.[3][5][6][7]

See also[edit]


  1. ^ a b c d e f g Clifford, Stephanie (December 31, 2009). "Seeking a Familiar Face and Finding a Coke". The New York Times. Retrieved 12.30.09.  Check date values in: |access-date= (help)
  2. ^ a b c Van Grove, Jennifer. "Find Your Digital Twin on Facebook". Mashable. Retrieved 12.03.09.  Check date values in: |access-date= (help)
  3. ^ a b c d e f g Rivera, Matthew. "Coke Tries Facial-Recognition on Facebook". The Wall Street Journal. Retrieved 12.03.09.  Check date values in: |access-date= (help)
  4. ^ a b c d Reisinger, Don. "Coca-Cola Launches Face-Matching Facebook App". CNET. Retrieved 12.03.09.  Check date values in: |access-date= (help)
  5. ^ a b c d e f "Coca-Cola Uses Photo-Recognition App to Promote Zero". Inside Facebook. Retrieved 12.03.09.  Check date values in: |access-date= (help)
  6. ^ a b c d e Eaton, Kim. "Coke Tries to Sell Coke Zero to You and Your Doppelganger". Fast Company. Retrieved 12.03.09.  Check date values in: |access-date= (help)
  7. ^ a b c d Warren, Christina. "Coke Zero Facebook App Searches for Your Digital Double". Mashable. Retrieved 10.07.09.  Check date values in: |access-date= (help)