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.
-
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
-
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
-
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
-
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.