Dr Pepper Sends Consumers on Hunt for $1 Million Gold Coin
Dr Pepper is out with a treasure hunt that sends people across the U.S. on a search for 23 hidden gold coins worth a collective $1.7 million.
The hunt plays on the brand’s recent efforts to highlight in TV spots and other marketing materials that Dr Pepper is a blend of 23 flavors. The media all features the tag line, “Dr Pepper. There’s more to it.”
“We think it’s a fun way of having consumers interact with our product and a great way to capture everyone’s imagination,” said Andrew Springate, vice president of Dr Pepper marketing for parent company Cadbury Schweppes.
The on-pack game drives consumers to DrPepper.com to find clues that will be revealed each day. The clues test players’ knowledge of geography, history and world events.
Beginning today, consumers can purchase specially marked 24-ounce bottles and 24-packs of Dr Pepper to enter online to receive clues. The clues tie to treasures hidden in that consumer’s region, based on the ZIP code they use at registration. One clue per code is allowed each day over the 30 days of the game.
Large P-O-P displays and packaging on the 24-packs designed to look like a treasure chest support the promotion. Included in the packs is a coupon to drive trial for a free 12-pack of Cadbury Schweppes’ new “Fountain Classics,” Springate said.
As part of a bonus virtual component, each clue given for a physical treasure location will be accompanied by a second one for locating a virtual gold coin that can be claimed via telephone instead of having to pinpoint the physical location.
Each physical gold coin found has a unique code and toll-free number on the back so the winner can call to claim the prize.
The coins are redeemable for varying amounts, including 13 $10,000 coins, three $15,000 coins, three $25,000 coins, two $50,000 coins, one $100,000 coin, one $250,000 coin and the top prize, one $1 million coin.
