DeviantART contest drives 16 million impressions, according to the companies.
While a lot of ad campaigns are using Facebook as a hub nowadays, some brands are testing other potential Internet nerve centers. For instance, Dr Pepper is near the end of a campaign on the visual artists' site deviantART.com that, according to the two companies, generated nearly 16 million impressions across the web.
They encouraged the site's 18 million registered users to submit designs for a Dr Pepper-themed outdoors mural. Starting on Sunday, the contest winner's piece (image, above) will appear for a month on a wall at a busy corner in Brooklyn, NY's trendy Williamsburg neighborhood.
The triumphant artist, Rey Jawahir of Hillsborough County, FL, won a grand prize that includes a trip to Brooklyn to see the mural, $3,000, an iPad, and various deviantArt.com-related perks. Second- and third-place prizes ($1,000/iPad and $500/iPad, respectively) were also part of the contest to drive participation.
A total of 2,105 entries were submitted in the three-week run. DeviantART.com recorded nearly 314,000 page views for the submissions. And according to the companies, the overall campaign analytics showed that the contest entrants pushed their mural ideas via Facebook, Twitter, MySpace, Live Journal, Stumbleupon, and Reddit to the tune of about 15.9 total impressions.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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