Dr Pepper is set to engage and entertain its target teen audience by expanding its popular ‘Pants or Prizes’ campaign, making it bigger and better than ever for 2012. This latest brand activity under the ‘What’s the Worst That Could Happen?’ umbrella brings to life the mischievous Dr Pepper personality, challenging drinkers to join in and win either a great prize or a pair of Dr Pepper pants. The campaign is supported by digital, radio and experiential activity as well as an official launch event that saw Dr Pepper break a Guinness World Record.
The fun and cheeky promotion offers consumers the chance to win one of over 400,000 pairs of bold and colourful Dr Pepper pants as showcased on limited-edition packs of Dr Pepper. Consumers have the chance to win top prizes such as HD TVs and X Box 360s by texting the unique code under the ring-pull. A text message will notify them if they’re a winner and direct them to a Dr Pepper microsite - www.drpepper.co.uk/pantsorprizes - where they can find out if they’ve won ‘Pants or Prizes.’ Winners of Dr Pepper pants will be encouraged to be proud of their prize by showing off on the Facebook page – www.facebook.com/drpepperuk - where they can add a branded pants graphic to a photo of themselves and upload it to the Dr Pepper ‘Hall of Fame’ online gallery.
The campaign will be further supported across digital platforms with Dr Pepper also giving consumers the chance to star in their very own Dr Pepper ‘Best Day of High School’ video. Hosted at www.bestdayofhighschool.com from April, the video connects to the viewer’s Facebook profile to include their name, photos and Facebook friends to show what the ‘Best Day of High School’ looks like through a first person narrative with a Dr Pepper twist.
The promotion officially launched with the brand setting a new Guinness World Record at THORPE PARK, Surrey on Saturday 24th March for the most amount of people – 169 – in one giant pair of pants. The brand will also be sampling to consumers throughout the duration of the campaign to drive engagement with ‘Pants or Prizes’ promotion and to share the great taste of Dr Pepper.
The ‘Pants or Prizes’ activity will also be supported through a radio partnership with Bauer Media – with sponsorship running across radio stations KISS, the hits and smash! hits radio throughout April and May. This partnership will be amplified online, with banner ads directing listeners to the Dr Pepper promotion on the radio stations’ websites.
Zoe Howorth, Market Activation Director,
The ‘Pants or Prizes’ promotion follows a recent packaging revamp for the Dr Pepper brand, which introduced a fresh new design across both Dr Pepper and Dr Pepper Zero packs. The redesign also gives real standout on shelf for Dr Pepper Zero, which is now even more eye-catching with reversed white and purple signature brand colours.
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