Editor’s Note: Big thanks to Geoff May for contributing this article about the recently-launched Dr. Pepper marketing campaign. Geoff is a former ARGNet staff writer, and we are thankful for this timely article.
Is there a drink you’d be willing to purchase and drink for a full month to get the chance to win up to $1,000,000? What if it weren’t a matter of chance, but of skill and problem solving?
Recently, Cadbury Schweppes PLC ran a marketing campaign for the Dr.Pepper brand that would take its followers potentially to every corner of North America (and beyond), both physically and virtually. Dr.Pepper’s “The Hunt For More” campaign could be considered a great success, though YMMV. Following the marketing theme of Dr.Pepper’s unique 23 flavored pop, the ‘Hunt’ campaign would get people all over the US and Canada hunting down 23 physical coins for guaranteed $$$ – ultimately ending in a flurry of controversial press.
Over the course of 30 days from Jan 21 to Feb 21, Dr.Pepper bottles were disappearing off shelves faster than usual, making it a hunt in itself to find them before they disappeared, and not every store carrying the brand had the specially labeled bottles. It was a frantic race for players to have a unique code in their possession every day, and it was a lot of pop to drink.
The clue portion of the hunt was very much a game of skill. There was no luck involved or random draw – just be the first to either find your region’s physical coin, or report the location of the virtual one. To balance this game of skill, players were also given the option to use the code not to retrieve a clue, but for a chance to win an instant prize.