The Dr Pepper roadshow is supported by a consumer push which includes television, print, radio, digital, and billboard advertisements.
Dr Pepper has premiered a new push featuring Larry Culpepper in conjunction with the college football season. He returns to set for the brand’s latest campaign and will host tailgates at games across the United States, starting with the Texas-based 2016 AdvoCare Classic on 3 September.
The concessionaire’s comeback will see him connect directly with fans nationwide in the Tailgate 2000, a custom-made RV tricked out by auto restyling centre, West Coast Customs. The model features a retro-style television, coolers, premium seats, and a custom mural of Culpepper.
The aforementioned roadshow is being supported by an integrated consumer push which includes television components, print, radio, billboard advertisements, and unique digital content. The brand will also launch 10 spots, beginning with a preview of Culpepper’s Tailgate 2000 ride.
Dubbed Presenting the Tailgate 2000, the commercial has begun airing and entails an introduction to the vehicle. The digital aspect of the exercise includes a sponsored Snapchat lens allowing followers to become Culpepper as well as don his signature flip shades and stand-out visor.
Meanwhile, Jesse Palmer and Joe Tessitore from ESPN are set to make appearances when the narrative culminates in two shorts developed exclusively for the National Championship Game. Broadcast ads will run on ESPN, ABC, CBS, FOX, and other sports cable and network properties.
“College football fans often share their tailgate experiences while enjoying an ice-cold Dr Pepper, which is why we’re giving Larry the opportunity to share his brand personal experience with his friends across the nation,” said Jaxie Alt, Senior Vice President of Marketing at Dr Pepper.