Home  › Marketing › Strategies
dr-pepper-be-the-next-1

Dr Pepper Calls for Videos From One-of-a-Kind Fans

  |  April 19, 2013   |  Comments

The brand wants 60-second videos from fans highlighting what is unique about them.

Dr Pepper, a brand that prides itself on its so-called unique blend of 23 flavors, is looking for equally unique fans in a new video campaign.

The soft drink says it has been celebrating "truly one of a kind personalities" in its advertising this year. And now it wants videos of other unique individuals.

The initiative, "Be the Next /1," offers fans the chance to star in future TV and digital advertising.

Be the Next /1 plays off Dr Pepper's current campaign, "/1," or "one of one," which it says features real people with inspiring stories. Each spot in the campaign has highlighted a one-of-a-kind personality. Videos featured on the website include a mother of five who is also a roller derby enthusiast, a model turned Olympic boxing hopeful and the blogger known as the Man Repeller.

Like these individuals, the next /1 is "a unique individual with a one of a kind story," the website says.

In order to participate, fans must submit 60-second videos on the Dr Pepper website explaining what makes them unique and why they should be selected. The soft drink asks for fans to share their passions, talents and stories. Submissions will be accepted through June 19.

After the submission period, Dr Pepper will select ten contestants and fans will vote for who they think is "most one of a kind" from July 10 to 24. Semi-finalists will then have the opportunity to gather votes on DrPepper.com as well as through a personalized hashtag on Twitter. The five contestants with the most votes will become finalists. On August 5, Dr Pepper will choose the "next /1" to star in a commercial.

Videos can be uploaded or recorded directly on the site. Participants must first create an account or sign in with Facebook, Twitter, AOL, Google, Yahoo or OpenID.

Dr Pepper has also posted a YouTube video promoting the campaign. 

Dr Pepper is part of the Dr Pepper Snapple Group. It says it is the oldest major soft drink in the United States.

The brand has 15 million likes on Facebook and 119,000 followers on Twitter.

A Dr Pepper rep was not available for comment.

Meanwhile, Dr Pepper Ten, a low-calorie Dr Pepper product, has launched an interactive feature called the Like Report, which calls itself a manliness study and ranking machine based on Facebook likes.

With it, users can "test [their] knowledge of manliness by picking the manlier of two items," such as bonfires and pizza or demolition derbies and mudding. In addition, they can study up in a Like Gallery that displays the relative manliness of items included in the aforementioned Like Study. Users can also "rank their manliness" with a Man Meter that examines their Facebook likes.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...