Dr Pepper is targeting teenagers with a social media campaign tying in with its ’what’s the worst that could happen?’ strategy, encouraging them to hand control of their Facebook status updates to Dr Pepper.
The campaign aims to get teenagers talking about Dr Pepper with each other as well as giving them a fun brand experience. It is the first time Dr Pepper has run a standalone online push.
At the centre is the Facebook Dr Pepper UK community page. Users are asked to log in via the Dr Pepper Status Takeover widget allowing Dr Pepper to update a user’s Facebook status.
In turn for embarrassing themselves, users have the chance of winning a £1,000 prize each week.
The more embarrassing the status updates to which users are willing to subject themselves, the greater their chance of winning the cash. They range from the gentle embarrassment of ’Sometimes I imagine myself as a beautiful butterfly’ to numerous ’too much information’ lines, including ’dreamt I was going for a really long wee. Woke up and I was!’
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#1 by Sara chapman on May 24, 2010 - 2:58 pm
Great concept for the dr pepper brand but it doesn’t seem all that responsible. Whilst government and educational institutions are trying to educate teens that they should protect their personal info and be aware of the dangers of social media Dr pepper are suggesting details such ad username and passwords can be given away like chewing gum.
#2 by Tia Fisher on May 25, 2010 - 1:00 pm
I totally agree with the comment above. And I’d just like to correct the article – this is not being run on Dr Pepper’s Facebook Community Page, but their official Fan Page (learn about Community Pages at http://reputationonline.co.uk/2010/05/18/communications-manager/)