Coke rolls out Dr Pepper digital game

Coca-Cola GB has created a digital game for its Dr Pepper brand, challenging teens to become president of the "Pepperhood".

Dr Pepper: launches Pepperhood online game for teenagers
Dr Pepper: launches Pepperhood online game for teenagers

The new game, created by digital agency Zone, is based around the brand's "What's the worst that could happen?" identity, and will be promoted on MTV throughout the summer.

Set in an American-style college, gamers have to take part an "initiation" quiz round to join a "secret society". This part of the competition will be promoted in a 40-second spot created by MTV.

Once they pass this stage, they will have to complete a further nine challenges over the summer to become president of the Pepperhood. The winner will appear on MTV in October to receive the title.

The game can be played on Facebook and on a dedicated Dr Pepper hub. Vizeum brokered the deal with MTV.

This is the first digital activity Coca-Cola GB has featured for its Dr Pepper brand since it came under fire in July last year for a controversial Dr Pepper social media campaign, which resulted in a 14-year-old girl's status update being hijacked and a reference to a pornographic movie being inserted in its place.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More