Coke Zero Facial Profiler

Facial Profiler was a free Facebook app created by Coca-Cola Zero.^[1] The app uses face recognition technology to search a database of voluntarily participating Facebook users ^[2][3] to match people based on appearance.^[1] The software’s algorithm analyzes face attributes like skin color, face structure and angles of the face.^[4] Once matched, users can contact their look-alike via their Facebook profile.^{[1][2][3][4][5]}

Coke Zero claims the inspiration for Facial Profiler came from the drink itself.^{[2][4][5][6][7]} The tagline for the project is: “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.” ^[2][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.^[3][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.^[3]

Matches and voting

When a match is generated, a corresponding percentage of accuracy is assigned to the match.^[5],^[6] As more users submit photos, the higher the probability that match accuracy will increase.^[5] Users can vote on the accuracy of their match and other matches.^[2][5][6]

Social media aspects

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

Privacy concerns

The app adheres to Facebook privacy policies.^[2] It only searches photos of those who have voluntarily opted into the app. It removes user photos from their database if the user uninstalls the app.^[2][5][6][7]

References

1. ^ ^{a b c} Van Grove, Jennifer. "Find Your Digital Twin on Facebook". Mashable. http://mashable.com/2009/12/03/facebook-facial-profiler/. Retrieved 12.03.09. 
2. ^ ^{a b c d e f g} Rivera, Matthew. "Coke Tries Facial-Recognition on Facebook". The Wall Street Journal. http://blogs.wsj.com/digits/2009/12/03/coke-tries-facial-recognition-on-facebook/. Retrieved 12.03.09. 
3. ^ ^{a b c d} Reisinger, Don. "Coca-Cola Launches Face-Matching Facebook App". CNET. http://news.cnet.com/8301-17939_109-10409015-2.html?tag=mncol. Retrieved 12.03.09. 
4. ^ ^{a b c d e} Clifford, Stephanie (December 31, 2009). "a Seeking a Familiar Face and Finding a Coke". The New York Times. http://www.nytimes.com/2009/12/31/business/media/31adco.html?_r=3&partner=rss&emc=rss. Retrieved 12.30.09. 
5. ^ ^{a b c d e f} "Coca-Cola Uses Photo-Recognition App to Promote Zero". Inside Facebook. http://www.insidefacebook.com/2009/12/03/coca-cola-uses-photo-recognition-app-to-promote-zero/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+InsideFacebook+%28Inside+Facebook%29. Retrieved 12.03.09. 
6. ^ ^{a b c d e} Eaton, Kim. "Coke Tries to Sell Coke Zero to You and Your Doppelganger". Fast Company. http://www.fastcompany.com/blog/kit-eaton/technomix/coke-tries-sell-coke-zero-you-and-your-doppelganger?partner=rss. Retrieved 12.03.09. 
7. ^ ^{a b c d} Warren, Christina. "Coke Zero Facebook App Searches for Your Digital Double". Mashable. http://mashable.com/2009/10/07/coke-zero-facial-profiler/. Retrieved 10.07.09.