More than 600,000 people tagged themselves in the Coca-Cola Longest Line of Happiness.

A camera rigged to a Coca-Cola truck captured every single onlooker flanking the torch relay. The pictures were uploaded to a Coca-Cola-Microsite where people could easily find themselves by choosing the city where and the day when they attended the relay. They then logged in with their social network account and tagged themselves. This was posted to their social network page as a ‘lifetime-event’.

When the torch traveled by train or plane the line was formed by avatars, thus making it possible to virtually attend the relay by logging in and uploading a profile picture to one of the avatars.