The Never
Ending Dr Pepper Can
Dr Pepper’s current slogan for the UK market is “What’s the worst that can
happen?”. This phrase has been repeated throughout the company’s marketing
campaigns since 1980. A few months ago, in order to promote that phrase, Dr
Pepper collaborated with Blast Radius to create a digital campaign based on
Facebook.
They deployed an application titled “The Never-Ending Dr Pepper”. The idea
was simple: By using this app, each user had to record a short video of
themselves drinking Dr Pepper. In each video, participants take the can from
the right, sip it and then pass it to the left. This way, the viewers feel like
the protagonists are taking sips from the same Dr Pepper can - they feel like
this specific can is never going to be empty.
Since fans of Dr Pepper participated in the videos, the result was often
funny and intriguing. According to Andrew Ferguson of Blast Radius, by creating
an endless video chain, the company was able to make the experience both
personal and greater than the sum of its parts within the same execution. And
he was right. The company managed to draw the attention of teenages, its most
important age group of customers, and make them engage with the brand.
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