A special two-part season finale of Dr Pepper’s season-long ‘Fansville’ initiative leveraged the lead-in to the climax of the college football season with an activation strand based on a narrative that the National Championship Trophy had been stolen and that everyone living in Fansville was a suspect.
The playoffs initiative offered a creative plot and was run in tandem with Fanatics via a participation and fan vote offer incentivisation thread.
Dr Pepper, Dr Pepper is the official sponsor of the College Football Playoffs, launched the first part of this playoffs campaign on 26 November with a spot called ‘“Unusual Suspects Pt 1’.
The follow-up Pt 2 spot in this episodic advertising burst followed on 31 December
The creative aimed to drive a nationwide consumer vote to decide who college football fans and Dr Pepper drinkers thought was the thief.
This strand was incentivised through a Fanatics $100 code competition.
Before the guilty party was finally revealed on 7 January – the day of the national championship game itself between Alabama and Clemson – across its social
Do you know who did it? Tune in to the #NationalChampionship tonight to find out. #OfficialDrinkofFansville pic.twitter.com/mMBxz7HjUM
— Dr Pepper (@drpepper) January 7, 2019
and digital platforms 9including its web home page at https://www.drpepper.com).
Dr Pepper also leveraged the last game of the season by debuting a trailer for ‘Fansville: Next Season’ which premiered on the College Football Scoreboard programme on ESPN2 on 8 January.
The whodunit creative, developed with agency Deutsch, was supported by a set of additional, supporting content pieces promoting the drink around the college football season climax both linked to Fansville and independent from Fansville.
The stylish way to never miss a play in Fansville #TheOfficialDrinkOfFans pic.twitter.com/TmfYJYYnuk
— Dr Pepper (@drpepper) December 21, 2018
Grab an ice-cold Dr Pepper and get comfy. Only five hours left in the season. #NationalChampionship #OfficialDrinkofFansville pic.twitter.com/AtWavgx0qH
— Dr Pepper (@drpepper) January 8, 2019
Dr Pepper for the win! Make these satisfying spicy enchilada chicken cups to serve up for game day. pic.twitter.com/cZKlgYZ4Dr
— Dr Pepper (@drpepper) December 27, 2018
Make these craveable loaded burgers for your next college football viewing party. Inspired by #PepperPack ambassador, Jason W. pic.twitter.com/83Dodm5gQJ
— Dr Pepper (@drpepper) December 14, 2018
Comment:
‘Fansville’ initially launched as Dr Pepper’s core college football activation platform back in August at the start of the college season (see case study).
At Activative we are fans of both college football and of the growing trend for narrative storytelling campaigns that come complete with plot and characters and participation incentives.
Especially if they are told with fun and humour like Fansville!
We are also fans of the Tigers – Go Clemson!
Links:
Dr Pepper
https://www.facebook.com/DrPepper
https://www.instagram.com/drpepper/
https://www.youtube.com/user/drpeppervideos
Deutsch
NCAA College Football
https://international.ncaa.com/
College Football Playoff
https://collegefootballplayoff.com/
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