By Gina Rau | Posted on November 05, 2012
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”.
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.
By making it easy for fans to engage with the brand,
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