Thursday, November 29, 2007
This is the Web and It's Going to Murder Your TV w/ Cherry Chocolate Rain
Dr. Pepper, their marketing department and ad agency have hit a home run in my book!
They know the power of the internet, understand what is acceptable to the audience and have created a gem of an integrated advertising video.
Creative team Dr. Pepper has delivered in a big way.
THEY GET IT!
Dr. Pepper has posted a new video mash-up "Cherry Chocolate Rain" Original Song by Tay Zonday on Tay's YouTube page that takes the popular web celebrity and builds upon his success with spectacle and story placing the YouTube Star in his own high end music video singing about the new Dr.Pepper Cherry Chocolate drink.
On his YouTube page Tay says, "Dr Pepper decided to make me a music video to celebrate their new Cherry Chocolate beverage! It was a fantastic shoot and I met lots of talented people!"
Tay also lists credits for the video:
Featuring Mista Johnson http://www.mistajohnson.com
Produced by True Entertainment
http://www.trueentertainment.net
Executive Producer, Shari Solomon Cedar
Director, Jeff Tomsic
http://www.jefftomsic.com
For information on Diet Cherry Chocolate Dr Pepper go to http://www.drpepper.com
Download MP3:
http://www.tayzonday.com/Tay_Zonday_F..."
The big test now is will Dr Pepper see an ROI on their Investment and will they share that case study with the rest of us integrated advertising folks?
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4 comments:
Wow, that is very cool of them to do this and you are right, a VERY smart move indeed.
Of course now it'll be interesting to see the copy cats. *grin*
I don't know... it lacks the pathos of the original.
Whether Dr. Pepper succeeded on the creative execution is still up for debate - we'll see what the response looks like.
But hey clearly get how to use the power of new media and its transient stars to their advantage. They understood the pull that the original "Chocolate Rain" had, and did a really creative tie-in with their new product.
The big test is to see what the uptake is like. The video was just released today, and as of 12:30 p.m. EST on November 29, 2007, Google returns only 10 hits for "Dr. Pepper" AND "Cherry Chocolate Rain". Stay tuned.
no doubt Zonday and Dr. Pepper will form a mutually beneficial relationship
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