IQ News: 7 Up Rings In Its First Online Holiday Promotion

7 Up this month will pull the plug on its college-skewing, “sonified” Web site to replace it with a holiday contest, “Naughty or Nice.” The sweepstakes, which includes giveaways for a laptop computer, palm-corders and boxer shorts, marks the first time Dallas-based Dr. Pepper/Seven Up has done an online holiday promotion.
7 Up will promote the effort online with banner ads beginning today on SonicNet, the PointCast College Network and In December, will carry the banners. The game and Web site will also be promoted offline.
Designed by Brand Dialogue, the interactive unit of 7 Up agency Young & Rubicam, New York, the new site and banners each include an animated shell game in which users have to guess which holiday bell is concealing a 7 Up bottle. Winners are then transported to a registration page on 7 for the chance to win a pair of “Naughty or Nice” boxer shorts and other prizes.
“This is the first time we’ve been so literal in the holiday spirit” with the 7 Up brand online, said Jeff Ratner, Brand Dialogue vice president, associate director.
The holiday site will remain on the Web through New Year’s Day. It will be replaced with a temporary gateway until February, when the brand launches a site to coincide with the soft drink’s reformulation.
While its competitors are spending heavily on site maintenance, 7 Up has been diverting money to online media buys.