Tags: American Idol, Coke, crowdsourcing, interactive marketing
Now you can, even if your voice is reminiscent of a dying cat.
We all know that Coca-Cola is a proud sponsor of American Idol. Since season 1, Paula, Randy and Simon have guzzled their beverages from those delightful red cups. Let’s be honest, though- they’re getting a little old. This past week, Ryan Seacrest announced that American Idol viewers can log on to My Coke Rewards to design their own version of the Red Coke Cup.
In addition to designing your own Coke cup, you can vote on others’ designs. One of the cups featured on the website will eventually be the Judges’ next cup.
Coke’s use of crowdsourcing is extremely fitting. The entire premise of American Idol is that the decision of the next big pop star lies in the hands of the viewers. Each week, millions of people text or call in their votes for their favorite singers…so why not let the fans decide what the judges should drink out of? It really is a phenomenal idea, since Coke already knows that AI fans enjoy interactivity and will get involved.
I wrote a post about crowdsourcing last month, and at the time I wasn’t sure how I felt about the practice. I have to say that, depending on the situation, crowdsourcing can be a great way for consumers to 1) interact with a brand, 2) “make their mark,” and 3) feel as though their opinion/voice/creativity matters. It truly is a win-win situation.
UPDATE: As of March 5, 2009 the Nielsen IAG Product Placement Activity Report shows that Coca Cola has the largest amount of product placement occurances on television (58) between Feb. 2 – March 1, 2009. The top show with instances of product placement? You guessed it.