Dr Pepper targets teens with Facebook takeover

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!’

Coca Cola-owned Dr Pepper uses the ’what’s the worst that could happen?’ strategy in television ads, on pack and in sponsorship.

Earlier digital activity included a Chatroulette stunt that took place on April Fool’s Day, where a comely cheerleader enticed teenage boys to do embarrassing things in return for a dance, only to receive a dance from a skinny middle-aged man instead. It has had 320,000 YouTube views and is also hosted on the Facebook page, along with content including free but potentially embarrassing ringtones.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here