Dr Pepper in Encore Promo With Sony

DALLAS As the official soft drink sponsor of Spider-Man 2, Dr Pepper has launched a summer promotion in which customers can win Dodge Vipers, Segway human transporters and Vespa motor scooters, the client said.

Counting down to the movie’s release on June 30, customers can win prizes by looking in 20-ounce and 2-liter bottles and in 12- and 24-packs of Dr Pepper and Diet Dr Pepper, the client said. The prize pool consists of 10 Dodge Vipers, 15 Segway transporters, 15 Vespa scooters, 3,000 mountain bikes and yearlong supplies of Dr Pepper.

Dodge Viper winners will be notified by a talking Dr Pepper can. Upon popping the top of a winning can, a recorded message will say, “You have won a Dodge Viper! Please refer to the side of this can on how to claim your prize. Congratulations from Dr Pepper!”

In another packaging innovation, 20-ounce and 2-liter bottle purchasers will look through the empty bottle using special “Spidey Eyes” on the back of the bottle to see if they are winners.

Running through July 31, the promotion will be supported by TV and radio ads from Young & Rubicam in New York and print work by Dallas’ Square One Advertising, the client said.

This is the second marketing partnership between Plano, Texas-based Dr Pepper and Sony Pictures. Dr Pepper previously cross-promoted the 2002 release of Spider-Man. Financial terms were undisclosed.