Dr Pepper launches a new digital marketing campaign, targeting its core 16 to 24 audience with a fun pick-a-path comedy adventure, created by a roster of YouTube stars.
The campaign, created by MediaCom Beyond Advertising and Channel Flip, will offer a fresh take on Dr Pepper’s iconic ‘What’s The Worst That Could Happen?’ creative, working with popular YouTube channel presenters as media partners to produce the video epic.
Comedian and YouTuber Stuart Ashen (known as ‘Ashens’) will front the video and is joined by a raft of popular vloggers including Dan Howell and Phil Lester – two of the most popular YouTubers in the world. With guest stars appearing throughout the video, which went live August 15, Dr Pepper is expecting to reach a potential audience of 7.5million channel subscribers via the partnership.
The creative captures the essence of ‘What’s The Worst That Could Happen?’ with Ashens going on a fun and hilariously awkward adventure to retrieve a stolen sofa. Fans will be able to interact throughout and help decide what happens to Ashens as he tries to find it.
Fans will also be encouraged to tweet @DrPepper GB to share their own embarrassing ‘What’s The Worst That Could Happen?’ stories in return for prizes. These range from free can giveaways to cinema and Thorpe Park tickets.
The campaign emphasis on online video reflects the fact that it is now the key channel for the brand as its target 16 to 24 age group spends more time than ever before consuming online video content. 74 per cent of this age group watched online or downloaded short video clips such as music video or comedy clips in 2013/14.
“Dr Pepper has a well-established and successful concept with ‘What’s The Worst That Could Happen?’ and it is great to be able to give it a new digital twist with this YouTuber media partnership. This fun and creative new campaign offers teens and young adults the opportunity to enjoy the playful side of life in their favourite online environment.” Christina Lecky, Coca-Cola’s NWEN Brand Manager