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Dr Pepper Turns Facebook Fans Into Brand Advocates

By Gina Rau | Posted on November 05, 2012

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Through extensive social media campaigns, the Dr Pepper Snapple Group (DPSG) has cultivated a highly active online community, and attained more than 20 million fans across their product Facebook pages for Dr Pepper, Snapple, 7UP, Sunkist Soda and Sundrop. While a large audience doesn’t always lead to an engaged audience, Dr Pepper has proven themselves successful in doing many things right that has earned the recognition of having the highest active fan count.

Driving much of this success is Robert Stone, DPSG Director of Interactive Media, who saw a greater opportunity to “interact with their consumers, on their own terms, by streamlining the process that initiates that engagement with DPSG brands”.

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Stone knew that by removing any friction associated with traditional registration, they could help fans engage with their favorite brands more easily – on their websites as well as within their marketing campaigns on microsites and Facebook. The first deployment of Janrain social login was on a popular, ongoing engagement campaign right within the Facebook platform: the Every Bottle Wins! campaign.

This campaign runs right within the 7UP and Sunkist Soda’s Facebook pages and allows users to redeem codes and deposit credits for these brands, as well as Sundrop, A&W Root Beer and Canada Dry all without leaving the Facebook interface. Upon arrival at the Facebook app page, fans choose an existing identity like Facebook, Google, or Yahoo! to create an account or log in to get redemption started.

Winning Results

By making it easy for fans to engage with the brand,

  • 93% of new fans register at the Every Bottle Wins! page in order to redeem credits
  • Once fans have logged in, they’re encouraged to engage with the brand and the community seamlessly with ongoing promotion campaigns within Facebook
  • With social login, DPSG earns permission to access social profile data to better understand their fans and improve their future marketing engagement

View full Case Study

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About the author

Gina Rau

Marketing Communications Manager

With almost 20 years of marketing success, Gina is a brand engagement specialist who seeks out creative solutions for every marketing challenge. Her work has delivered results for leading brands like Whole Foods, McDonald’s, Taco Bell, JCPenney, Tillamook Creamery and more. At Janrain, she leads the charge to make sure our company, products and services shine through our messaging and content.

View all posts by Gina Rau