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Coca-Cola - #colouryoursummer

#colouryoursummer is a social marketing campaign launched by Coca-Cola in Australia on December 1st, 2014. The user visiting colouryoursummer.com.au is asked to take a picture of six limited edition coloured cans, which, in turn, get identified by image recognition technology. Once they are recognized, the user is redirected to some campaign-related videos, allowed to play interactive games, and finally, invited to share experience in social media.

Users do not have to install anything, a web browser suffices. The webpage targets mobile users especially. Desktop users can arrange the different cans in their preferred order, which brings them into the play too. Having no cans around, one can snap an outdoor billboard.