Dr. Pepper – #Vintage Vine
Dr. Pepper challenged ESPN to find a way to tie social to both its overarching campaign and its sponsorship of the College Football Playoff Trophy. ESPN then created the Vintage Vine concept, highlighting top moments in college football history that impacted the drive for the National Championship, using an old school/vintage look that fits with Dr. Pepper’s brand tradition. In addition, ESPN deployed a Twitter card vote and an SEC network extension of a weekly custom image, highlighting the Saturday slate of games.
The results were more than 1.25 million loops on Vine, averaging more than 113K per Vine. More than 13,000 re-Tweets and Favorites on twitter…and an OhioState/Miami tweet received more than 2800 total Retweets and Favorites.