An ‘online environment’ for soft drink brand Dr Pepper has launched ahead of the summer, including its first social game ‘Pepperhood’.
The game aims to communicate the brand’s ‘bold’ identity and engage with a digital audience and will be available to share through Facebook.
This will be supported through a media partnership with MTV which will search for the ‘President’ of the ‘Pepperhood’.
The game, conceived by Zone and launches today, will evolve throughout the summer, allows teens to unlock nine challenges, with one user being crowned as the president on MTV later this year.
This will include games, quizzes and user generated content which will test teens who have pledged allegiance to the society.
Each challenge has been divided into bronze, silver and gold levels, and must be unlocked by the recruits to be in with a chance of winning rewards such as games consoles, video camera and cinema tickets.
Zoe Howorth, market activation director for Coca-Cola Great Britain commented: “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.”
40 second TV spots by the creative team at MTV will introduce the concept and aim to build awareness of the challenge, with six executions being used to build up to the announcement of who the President will be.