Dr Pepper turns to crowdsourcing for new ad star
PLANO, Texas – Dr Pepper is on a quest to find one one-of-a-kind fan to feature in its upcoming advertisements.
So far, the brand has found an air guitar god, a boxing model and a roller derby queen toting five kids around town. The next fan to be featured in its national TV and digital ads will be the winner of the upcoming “Be the Next /1” national consumer contest. Fans are invited to submit 60-second videos at DrPepper.com explaining what makes them one of a kind and why they should be selected. Submissions will be accepted through June 19. The brand’s current campaign, entitled “/1,” or “one of one,” has featured real people who have shared their personal stories.
“Dr Pepper is one of a kind and so are our fans, which is why we have such a deep and meaningful connection with them both online and offline,” said Leslie Vesper, director of marketing for Dr Pepper. “We’re excited to offer our fans – the real people who have grown with the brand and continue to inspire us – a chance to show millions of people what makes them ‘one of one.’”
After the submission window closes on June 19, Dr Pepper will select its top ten videos as semi-finalists for the “Be the Next /1” contest. Semi-finalists will then have the opportunity to rally support from people in their communities and across the country to gather votes for their submission on DrPepper.com, as well as through a personalized hashtag on Twitter. The five semi-finalists with the most votes will move on to the final round, where the brand will choose one grand prize winner to appear in the national ad.
Complete promotion rules, including detailed video submission instructions, can be found at www.DrPepper.com/OneOfAKind.