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MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Finance directors' award - Brand Republic...
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www.brandrepublic.com/...1135815
gaming
gamemarketing
drpepper
shared by
Alex Street
on 03 Sep 12
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decided to create a game - 'The Pepperhood'
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25,700 sampling coupons to non-users
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Facebook/Nielsen study showing that brand communication exposure quadruples purchase intent from 2% to 8%
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...4 more annotations...
flash games, user-generated content, puzzles, quizzes and choose-your-own-adventure challenges.
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Merchandise and giveaways were used to incentivise participation
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classic problem of low budget in the very heavily advertised soft drinks secto
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ensure variety in gameplay, agency Zone worked with Dr Pepper t
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