Media Stunts: Dr Pepper Makes Music Reality Show In A Bubble - Event Marketer

Media Stunts: Dr Pepper Makes Music Reality Show In A Bubble

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Dr Pepper and partner MTV are locking pop band Cartel into a transparent bubble on New York City’s Pier 54 and giving consumers all-angle access while the band records its next album. Beginning on May 24 all five band members will live in the 2 000-square-foot see-through bachelor pad and recording studio for six weeks. In true reality show style their every move will be web-cammed in real-time and recorded for a series of four reality TV shows to be aired on MTV. Consumers can interact with the band on-site via two-way microphones.
The soda brand is leveraging the six-week stunt with on-package promotion codes that tie in to the website and offer purchasers opportunities to download ringtones get exclusive views into the bubble and interact with the band. Consumers can also enter to win prizes including VIP trips to New York for a live concert when the band is released on June 12. Dr Pepper hopes the high-profile stunt will drive frequency.
“Our program is based around [the idea that] Dr Pepper gives you more ” Allison Methvin brand manager for Dr Pepper told Buzz. “The more Dr Pepper you buy the more access you get to the band.”
The initiative is being supported with online radio and TV advertising as well as in-store promotions. Agency: Mediaedge:cia New York City.


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