Yes it is creepy.

If it were the F.B.I. or some other Alphabet-Soup Government Agency then every Civil Rights Activist from the ACLU to the EFF would be all over this like flies on dung. People would be up in arms in protest, and the dissent would be so loud that even the MSM would cover it.

Yet for some reason it is permissible and acceptable when a Corporation that does not answer to the people, nor has oversight by the people, is able to do such unchecked and unquestioned?

I think I'd actually prefer it the other way around, and even then it still doesn't make it right!

Considering that AT&T so willingly turned on it's customers to allow the Government to use their records and resources for Domestic Spying, and how every Bank was so willing to turn on it's customers to allow the Government to use their records to monitor transactions live for the sake of Homeland Security, can we trust that Coca-Cola, Inc. won't do the same when an Alphabet Soup Agency comes knocking asking for their Face Database?

It is foolish to believe that they wouldn't...and that doesn't even consider what nefarious purposes they themselves may use that Facial Database for. (Targeted Advertising anyone?)

Unfortunately the basic premise for the campaign is wrong - Coke Zero tastes nothing like reg Coca-Cola.

I think this campaign is just an attempt to be hip, using the tools that most young people across the world are addicted to - Facebook.

Lovely.... now any one can find your name using facebook and any picture or security footage.

This will go badly.

Well, the difference is that this is surely a voluntary participation. If the FBI did it, it would be a violation of rights, but if I choose to do it to myself in order to save a buck, then I deserve whatever consequences may come!

It is creepy, and I wonder what is keeping people from using this technology and public domain photos from using it in identity thefts?

Seems pretty easy to identify look alikes and commit crimes under an assumed identity. It could even be taken to the n'th degree by actually murdering and replacing somebody!!

So, I don't think Coke is doing anything wrong, but I certainly see the potential for abuse!

well this seems like a fun idea. I don't understand why this is such a bad thing, it sounds like fun. And it's voluntary, which legally, it doesn't have to be, since facebook already owns ANY picture you upload to the site and can use them how they see fit. NOW THAT'S SCARY!
Facebook is an awesome tool to find your classmates and other lost connections, but it should be used with a little bit of caution. Any photo you send them is their property.