The Offer: Diet Dr Pepper and Yahoo created an online scavenger hunt with a grand prize of $10,000 for a travel getaway. The “Hunt for the Unbelievable” sweepstakes tasks participants with locating and then virtually “capturing” a series of existing Diet Dr Pepper characters across Yahoo Web and mobile properties. ?
The Data: Consumers entered their name, basic demographic information and their e-mail address in order to participate in the sweepstakes. It ran through March 31 and a winner was expected to be announced in April.?
The Channel: The interactive campaign spread across Yahoo’s domain, including Shine, Yahoo movies, music, games, TV, news and its mobile homepage, mobile mail and messenger. ?
The Creative: PointRoll created the rich-media online ads. The Diet Dr Pepper Guy pops ups from the interactive ads, asking viewers to join the hunt. Crisp Media created the mobile experience; Promotions.com the sweepstakes element; and Initiative Media handled media planning.?
The Verdict
Bob Klein is chief strategy officer at Blue Chip Marketing Worldwide, working across the company’s healthcare, retail and brand divisions. He has held senior positions at DDB Worldwide and Cramer-Krasselt. Learn more about him in a Q&A.
If diet soft drinks are for kids, then Dr Pepper has an interesting idea. If it’s for a core diet drinker, this is an execution in search of the right audience.?
