Coca - Cola has scoured users ' photos on Facebook , Twitter and Instagram to target ads at retailers based on what images they shared to encourage them to opt for its Gold Peak iced tea brand . Using an image tracking tool that could identify glasses and jugs of iced tea , positive emotions and even cans or bottles of Coca - Cola 's competitors , these people were then rewarded with instant Peak messages on up to 40 mobile sites or apps after leaving the social media platform they were on . Coca - Cola has reported a click - through rate of more than 2 % , which is three to four times its usual benchmark for Gold Peak creative .
Coca-Cola has scoured users' photos on Facebook, Twitter and Instagram to target ads at people based on what images they shared to encourage them to opt for its Gold Peak iced tea brand. Using an image recognition engine that could identify glasses and jugs of iced tea, positive emotions and even cans or bottles of Coca-Cola's competitors, these people were then served with Gold Peak ads on up to 40 mobile sites or apps after leaving the social media platform they were on. Coca-Cola has reported a click-through rate of more than 2%, which is three to four times its usual benchmark for Gold Peak creative.