Consumers find the word-of-mouth nature of user-generated content to be particularly trustworthy, which has resulted in a surge of popularity comparable to that of influencer marketing.
Rather than confining content to a single platform, Dr Pepper incorporates Twitter, Snapchat, Instagram, Vine and Periscope in its first foray into social influencer marketing.
Dr Pepper's new One of a Kind social campaign aims to draw more interest from millennials by associating itself with hip and emerging artists.
The brand, which has long provided trivia under its caps, is breathing new life by repurposing said facts into digital content.
The brand wants 60-second videos from fans highlighting what is unique about them.
DeviantART contest drives 16 million impressions, according to the companies.