“The Dr Pepper/ESPN partnership is really very special. They are always open to our ideas and then they figure out how to fully leverage them within the ESPN network of media.”
Dr Pepper Objective
Increase Sport Association
Organically grow Dr Pepper equity within the College Football landscape to drive sales and donations to consumer facing Dr Pepper Tuition Giveaway Program
and Contextual Creative
Create new ownership positions within the College Football landscape through use of contextual creative and authentic storytelling
“The playoff system has allowed us to partner with ESPN
and sell one hell of a lot of Dr Pepper.”
College Football Playoff
The season-long ESPN College Football Playoff partnership engaged fans at multiple touchpoints. Dr Pepper's ownership of the College Football Playoff trophy provided high visibility through its consistent exposure, offering a huge tangible draw for fans and Dr Pepper retail partners.
Tapping into ESPN CreativeWorks' storytelling capabilities, ESPN developed Dr Pepper's Larry Culpepper "mascot" story, which guided audiences through the playoff system in an authentic, personable and fun way.
ESPN College Football Analyst Jesse Palmer complemented Larry Culpepper onscreen and also acted as a brand ambassador to drive awareness and donations for the Dr Pepper Tuition Giveaway program.
“Dr Pepper set very specific KPIs for the College Football Playoff program. I'm happy to report that we blew away the numbers on all of the relevancy, advocacy, engagement numbers and we built sales volume throughout the season.”