DALLAS Dr Pepper will break a promotion in November that enables one winner to have his or her likeness appear in a future Nintendo video game, the soft drink marketer said.
The promotion will run through December. It will be supported by 10-second promotional tags attached to $3 million worth of existing network television spots created by lead agency WPP Group's Young & Rubicam in New York. Square One in Dallas has also created outdoor and point-of-sale materials for the holiday promotion.
The Plano, Texas-based beverage company said it is targeting 12- to-34-year-old consumers with the promotion.
Dr Pepper will be marking the caps of 20-ounce and 2-litter bottles and will include game pieces inside 12-packs of Dr Pepper, Diet Dr Pepper and Red Fusion. Other prizes include coupons for 12-packs as well as Kyoto, Japan-based Nintendo's GameCube and Game Boy Advance SP systems.
Dr Pepper/Seven Up spent $100 million on media last year, according to Nielsen Monitor-Plus.