With crossing the milestone of more than 50 million fans on Facebook, Coca-Cola has announced an initiative inviting fans to submit ways to make the "world a happier place".
"We have an engaged global community more than 50 million strong connected through Facebook. This provides an opportunity to engage our most supportive and enthusiastic fans in a quest to find ways to make the world a happier place," Coca-Cola Chief Marketing and Commercial Leadership Officer Joe Tripodi said.
Coca-Cola, through the initiative will tap fans and select some for input on a social innovation that will allow participants to "become more active, give to others, be social, or engage in other activities associated with increased happiness," the company said in a press release.
More details such as the selection of participants, timeline, and concepts identified will be announced in the coming weeks.
Several celebrities like Rihanna and Lady Gaga have more more than 50 million Facebook fans, as do services like YouTube and Facebook, but Coca-Cola is the first retail brand to hit this milestone.
Disney, Converse and Starbucks, three of the other most popular retail brands, each have fewer than 40 million fans on Facebook at the moment.
Facebook Chief Operating Officer Sheryl Sandberg said, "Coca-Cola understands the value of communicating directly with its most ardent supporters in an authentic way that helps make the world more open and connected. This new program is the next step in fan culture, and we are glad to support Coca-Cola in this effort."