"Deepening Dr. Pepper's relationship to college football is a top priority, CMO Drew Panayiotou told Ad Age. The executive joined the packaged goods company as its CMO last fall with a mandate to accelerate the company's digital marketing. The latest iteration of its ongoing collaboration with Disney Advertising sees the CPG marketer build upon Dr. Pepper's eight-year-old "Fansville," an episodic campaign set in a fictional college town while leveraging Disney's advertising and entertainment offerings to extend the sports marketing push."
"Keurig Dr. Pepper and Disney Advertising are ramping up an ongoing collaboration with new initiatives around enhancing digital fan engagement during the college football season, the companies announced. The partnership will include sponsored content across marquee sports programming on Disney-owned properties like ESPN, in-game augmented reality integrations and targeted marketing that leverages retail and media consumption data. Digital data and insights will be used to tailor ads that align with a viewer's fandom, according to a published report."
Keurig Dr. Pepper and Disney Advertising are expanding a partnership to enhance digital fan engagement during the college football season. The collaboration includes sponsored content on Disney-owned properties such as ESPN, in-game augmented-reality integrations, and targeted marketing that leverages retail and media-consumption data. Proprietary data and insights will be combined to create personalized content and thousands of ad variations using Disney's dynamic content engine. Activations include weekly integrations during the commercial-free hour of The Pat McAfee Show, a documentary-style program on the Dr. Pepper Tuition Giveaway, and mixed-reality Fansville elements within live broadcasts to reach fans with the right message at the right moment.
Read at Marketing Dive
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