Coca-Cola has begun its first ever standalone online brand campaign for Dr Pepper continuing the ‘What’s the Worst that Could Happen?’ message and includes a standalone Facebook fan page and competition.
The new campaign will run across digital, TVC, on-pack and sponsorship, and will include a new Facebook app offering the fans the opportunity to win £1,000 every week, should they let Dr Pepper update their status on their behalf.
The updates will be chosen at random from a bank of embarrassing options ranging from mild to extreme such as; ‘Lost my special blankie.’ to embarrassing; ‘What's wrong with peeing in the shower? to the seriously embarrassing; ‘never heard of it described as "cute" before.’
The more embarrassing the user is prepared for their update to be, the better their chance of winning £1,000 during the 10 week period.