"'What's the worst that could happen' is iconic and we really wanted teens to experience it first hand in front of their friends and other Dr Pepper fans. Creating an endless video chain allowed us to make the experience both personal and greater than the sum of its parts within the same execution."
"Conceiving and implementing a campaign that brings the Dr Pepper brand and its core creative idea to life, while engaging our teen target audience in a personal and sharable manner is a hard task - but Blast Radius absolutely delivered and we're thrilled and can't wait to see the results."
Dr Pepper launched a never-ending Facebook app created by Blast Radius that lets fans upload videos of themselves taking a swig from a Dr Pepper or Dr Pepper Zero. Each user takes the can from the right, sips it, and passes it to the left to form an endless video chain. Links to good, bad, or embarrassing content appear between sips. Blast Radius received a brief to turn potential embarrassment into a positive, sharable social experience. The campaign targeted teens with a personal format, and brand and agency representatives expressed enthusiasm for the results.
Read at The Drum
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