Post by xxxxxCanManxxxxx on May 26, 2011 10:48:49 GMT -5
Dr Pepper learnt a tough lesson in Great Britain last July with the huge scandal concerning the status take-over promotion on Facebook started as part of the brand’s ‘What’s the worst that could happen?’ campaign. Having tendered apology for the blunder (the thing was that a mother found her 14-year-old daughter searching for the meaning of her new status update with ‘two girls, one cup’ phrase referring to a notorious porn video), the brand closed the activity. Now, the buzz went down and almost one year later, the brand comes back with another teen-oriented project, dubbed ‘Pepperhood,’ which definitely will not have any unwanted after-effects.
Dr Pepper is calling all GB teenagers to join in for a chance to become ‘the President of the UK’ (of course, only in Dr Pepper world)—to do this, they are encouraged to visit the website and unlock all of the 10 challenges, which are ranging from quizzes and games to submitting user generated content such as photos and videos of contestants (the first of them, ‘Initiation’, is open starting yesterday, May 25). For each of the completed tasks teens can receive bronze, silver and gold badges (of course, if they do really good) and get ‘pepperific’ prizes, including games consoles, video cameras and cinema tickets to name a few—the prize draw is only open for the first two weeks of each challenge, so entrants must be quick as well as smart and creative. The overall winner of the contest will be determined by voting from those who will complete badges at all levels and submit their manifesto—the winner will be inaugurated on MTV this fall.
Visitors to the pepperhood.drpepper.co.uk can learn more about the fictional founder of The Pepperhood college club (or a fraternity, an association, a, a style of life—name it as you like), ‘Crazy’ Joe Macfaddon, who was the first to bring some real fun into life and make a difference in “days, when the latest dance craze was ‘The Doohickey’ and boiled turnips were considered a classy dinner.”
“Teen communication is at the heart of the Dr Pepper brand and we’re pushing new boundaries in 2011 with the launch of the ‘Pepperhood’. With the ‘What’s the worst that could happen?’ philosophy at its heart, the game plays out over web, mobile and the real world, reaching a wider audience with a series of light hearted challenges and engaging rewards. We’re looking forward to recruiting members to this new not-so-secret society and crowning our first UK Dr Pepper ‘President’ in October,” explained Zoe Howorth, market activation director for Coca-Cola Great Britain.
source: Popsop.com
Dr Pepper is calling all GB teenagers to join in for a chance to become ‘the President of the UK’ (of course, only in Dr Pepper world)—to do this, they are encouraged to visit the website and unlock all of the 10 challenges, which are ranging from quizzes and games to submitting user generated content such as photos and videos of contestants (the first of them, ‘Initiation’, is open starting yesterday, May 25). For each of the completed tasks teens can receive bronze, silver and gold badges (of course, if they do really good) and get ‘pepperific’ prizes, including games consoles, video cameras and cinema tickets to name a few—the prize draw is only open for the first two weeks of each challenge, so entrants must be quick as well as smart and creative. The overall winner of the contest will be determined by voting from those who will complete badges at all levels and submit their manifesto—the winner will be inaugurated on MTV this fall.
Visitors to the pepperhood.drpepper.co.uk can learn more about the fictional founder of The Pepperhood college club (or a fraternity, an association, a, a style of life—name it as you like), ‘Crazy’ Joe Macfaddon, who was the first to bring some real fun into life and make a difference in “days, when the latest dance craze was ‘The Doohickey’ and boiled turnips were considered a classy dinner.”
“Teen communication is at the heart of the Dr Pepper brand and we’re pushing new boundaries in 2011 with the launch of the ‘Pepperhood’. With the ‘What’s the worst that could happen?’ philosophy at its heart, the game plays out over web, mobile and the real world, reaching a wider audience with a series of light hearted challenges and engaging rewards. We’re looking forward to recruiting members to this new not-so-secret society and crowning our first UK Dr Pepper ‘President’ in October,” explained Zoe Howorth, market activation director for Coca-Cola Great Britain.
source: Popsop.com