Crowdsourcing has become a popular, easy and cheap way for brands to get people involved.
Dr. Pepper’s “One of One” is asking fans to submit videos of themselves about why they are one of a kind for a chance to appear in a commercial. Dr. Pepper’s slogan is “Always one of a kind,” so the idea of the crowdsourcing campaign is to highlight real people who are unique too.
As part of the campaign, which was created by Deutsch LA, Dr. Pepper has also produced a series of “One of One” videos, featuring the brand’s picks of people who are making a name for themselves and have unique stories, like Misty Copeland, a ballet prodigy, Mikaela Mayer, a model turned Olympic boxing prodigy, and Andy Williams of metal band Every Time I Die. The videos are mini profiles and showcase these people’s talents and personal stories. As far as the brand’s presence in the videos, there are product placement shots, but nothing overly heavy-handed.
The deadline for user-created video submissions is June 19. Dr. Pepper will pick 10 semi-finalists who will then have to do some social media campaigning to gain the public’s votes using personalized hashtags on Twitter. Then the semifinalists will be whittled down to the top five finalists, and finally a grand prize winner will be chosen to star in a “One of One” commercial.
This isn’t the first time Dr. Pepper has used crowdsourcing for a campaign. In 2011 the brand did a crowdsourced art contest to create a Dr. Pepper mural in Williamsburg, Brooklyn.
The key to brands crowdsourcing seems to be making the fans the center of attention, rather than the brand. Like with Pinterest board contests, no one wants to create Pinterest boards that must include certain branded images; similarly with crowdsourcing, no one wants participate in something if it involves being forced to incorporate cheesy branded stuff as the main attraction. Campaigns like “One of One” and like Oxfam’s recent music video crowdsourcing campaign, which invite people to get creative and showcase themselves for a chance to be part of the media, are interesting ways to create enthusiastic brand engagement.
Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
The success of recent brand activations is evidence that media and entertainment brands are the companies best equipped to build metaverse spaces that can dodge online skepticism, thanks to their wealth of owned IP.
How sunglasses brand Quay retooled its advertising to be less reliant on performance marketing following iOS changes
Prior to the iOS changes, Quay was spending the majority of its ad dollars on performance marketing tactics and influencer marketing.
What beauty brand Fenty can gain from Rihanna’s Super Bowl halftime show
Following a roughly six-year hiatus from music, Rihanna is returning to headline the NFL Super Bowl halftime show. The residual effects for her Fenty brand will be paramount.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
As destination travel takes off, the ‘Big Easy’ is experimenting with AR/VR to draw visitors
As travel, and travel tourism, return to pre-pandemic levels, New Orleans is leveraging AR/VR technology marketing to stand out and capture more traveler attention.
This charging company wants to reach electric vehicle drivers with digital displays
A company that makes charging stations for electric vehicles, Volta, is aiming to attract current drivers to electric vehicles with its educational ad spots through its social media channels, website, and OOH network.