Dr Pepper Tuition Giveaway

Revolutionizing Dr Pepper's Tuition Program

Working closely with a cross-functional internal team, Facebook, and client partners, we re-engineered the program to be social at its core.

First, we designed the site to render beautifully and quickly regardless of device, so that our consumers could interact with the experience no matter where they were coming from.

Second, we simplified the entry mechanic, allowing contestants to engage the program with a simple text entry, as opposed to a more burdensome video upload.

Lastly, we wove seamless sharing throughout the program, such that every action—whether it was entering, nominating, or voting—created an automatic share and increased organic awareness of the program overall.

As a result, the 2013 Dr Pepper Tuition Giveaway has been the brand’s most successful iteration of the program to date. By re-engineering the digital experience with social media behaviors at its core, we successfully increased site visits by 564 percent and audience votes by a staggering 9,901 percent, as compared to the program's performance in 2012.