Coke Launches Earth Month Promotion On Facebook

It’s April and amongst all the Earth Day and Earth Month-related events, Coca-Cola is asking Facebook users to give up their profile pics in order to raise money for Ocean Conservancy. For each Facebook user that participates by changing their profile pic as required, Coca-Cola is donating $1 to the conservancy, whom they’ve partnered with for 15 years. The conservancy is dedicated to getting rid of litter from our oceans and waterways.

The beverage company is trying to get 1.5M fans to change their Facebook profile pics, but will match Ocean Conservancy‘s goal of $200K. Facebook users who are 18 or older and want to participate can use Coca-Cola’s FB app to choose from a number of ocean images as a temporary replacement for their profile pic. The pic switch takes three steps: (1) choose one of the four underwater images; (2) Choose one of your existing pics and use the controls to focus on your face. Alternately, you can upload an image from your computer. Once you’ve done this, the Facebook app superimposes your face on the body of a diver. Voila, you have your special Earth Month/ Ocean Conservancy pic for your profile.

For best results, it’s suggested that you’re the only person in the image that you pick to mashup with the ocean scene. The app does display all of your images to you, private or not. So if you have embarrassing or incriminating private photos, you might want to make sure no one is around while you scroll through them.

The Earth Month campaign that Coca-Cola is running on Facebook ends on May 12 and uses none of the company branding, at least in the images. If you do participate, remember that you can also help Ocean Conservancy by donating time, money or even your Coke Rewards Points. Earth Day falls on Apr 22nd and this is the 40th anniversary of the original event. Other happenings include the interactive airing of Earth Days, an enivronmental documentary film, on Facebook, which will let users interact with in chat sessions with the executive producer and director.

Publish date: April 15, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT