Utilizing the benefits of Social Media, Dr Pepper is being integrated into Facebook in order to provide fans with the opportunity to win cash and ringtones via their ‘What’s the worst that could happen’ tagline.
According to Marketing Magazine, a fan page dedicated to the brand will be the hub of their social media activity, challenging users to take part in their ‘What’s the worst that could happen’ takeover, tasking fans to risk embarrassing themselves by putting their status in the hand of the brand.
The fan page will be the location of brand based content, news and competitions, including the status takeover. Fans will also be given the chance to receive free ringtones which could be classed as ‘good or embarrassing’ free with their 330ml and 500ml bottles, knitting together their offline and online marketing efforts.
The social media activity will also be supported through TV advertising, as Dr Pepper plan to rerun a couple of their most popular past advertising campaigns.
Cathryn Sleight, the marketing director at Coca Cola GB commented saying ‘The Dr Pepper, ‘What’s the worst that could happen?’ creative has a successful nine-year heritage for the brand, and continues to resonate strongly with our teen audience.
“In 2010, we’re looking to bring the message to life, giving consumers a personal experience in social environments and scenarios that are relevant to them, and appeal to their sense of humour.”
By introducing their tagline into social media, Dr Pepper are opening it up to interaction from fans, creating shareable content and viral potential – highly valuable within online marketing.
