Dr Pepper wanted to drive sales and repeat purchase during the college football season with a national program. Targeting sports fans, they also wanted to boost awareness of the Dr Pepper sponsorship with Fanatics.
This rewards program is a reboot of the successful 2016 iteration. In order to receive a code to redeem for Fanatics merchandise, consumers can submit a photo of the UPC of the qualifying product they purchase via text. Dr Pepper set up a branded site to communicate the offer and connect with consumers, accessible at http://drpepperfanatics.com/. In order to submit via text, consumers send the photo to the shortcode 811-811 using the keyword FOOTBALL.