With social media and interactive, it’s very easy to get caught up in the technology. Let’s not forget that the idea is still what counts. Rather than rote utilization, how about injecting an idea and pushing the boundaries of what can be done? (Chuck Yeager meets the Internet.)

Take a look at the Coke Zero Facial Profiler. Here’s the campaign idea. Coke Zero tastes so much like Coke that “we should sue ourselves.”  Maybe you’ve seen the spots with the Coke brand managers asking lawyers to help them sue the Coke Zero brand managers. Amazingly simple, on strategy (it tastes just like Coke) and funny.

The Coke Zero Facial Profiler asks “if Coke Zero has Coke’s taste, is it possible someone out there has your face?” The application matches and connects people via Facebook. It’s a social experiment via social media.

Is it as buzz-worthy as the Whopper Sacrifice? Nope. But it’s still conceptual. And these are the projects that get the public’s attention, which is definitely not a coincidence.

UPDATE: Here’s something that I cannot believe I didn’t catch. One of our copywriters pointed out that the Coke Zero Facial Profiler site uses the line Find the Other You. Well, we produced a campaign several months ago that uses a similar line. There are social media plug-ins here as well–and, the coolest feature in my opinion, is the ability to receive text updates from the other you.

How did I not notice this?