Coke Crowdsources Song For American Idol Finale
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What does it take to craft a song that will be performed on a top TV singing competition? At least 4,200 people and eight marketing agencies.
When Carly Rae Jepsen steps out on the “American Idol” stage for the Season 12 finale May 15, she will be performing a song crowdsourced via Coca-Cola’s “Perfect Harmony” program. Over an eight-week period, fans of the brand and the singer helped direct everything about the performance of “Take A Picture” from the lyrics to the theme (photo shoot) to stage effects (pyrotechnics) to attire of the background dancers (glam sparkle.) They weighed in using a website and via Twitter and a Facebook page — the last of which registered 4,200 monthly active users.
Though Perfect Harmony is in its third year, Andy McMillin, Coke VP-trademark, said “consumer engagement has blown up” this time around, with a 34% incease over last year as measured by site visits and votes. Last year, Coke asked viewers to vote on lyrics for a Jason Derulo song, but this year the company upped the ante with “more opportunities [for fans] to craft the experience,” which Mr. McMillan credits for the rise in engagement.
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