To leverage the strength of the “Win one of 75 MINI Coopers in 75 days” national retail promotion, the Drive II MINI Cooper convoys set out to embark on an 11-week event marketing tour. The goals were to reach consumers at the point of purchase and to bring the giveaway to life.
The Dr Pepper Drive II Tour featured three convoys of six branded, customized MINI Cooper convertibles and a branded truck. Customization for these MINI Coopers included removing the back seats and replacing them with a cooler and adding a sound system. At local events consumers could sample four different Dr Pepper brands as well as receive free coupons and race Dr Pepper remote control MINI Coopers.
The vibe was extremely positive and the interest in the MINI Coopers was unbelievable! Product sampling was always fast paced at locations visited (over 300 locations visited), as our teams were surrounded by well over a 100 people at a time. Consumers won prizes for telling why they loved Dr Pepper over the PA system.
With just over 300 events, an estimated 147,320 direct consumer interactions took place. Each of these interactions allowed the crew to align the Dr Pepper brands with a fun and engaging consumer experience.