The following review is covering an amazing article from the CLICKZ.COM website :
http://clickz.com/showPage.html?page=3628389
Dr. Pepper is promoting a “luxurious indulgence” of its new Diet Cherry Chocolate Diet flavor, and decided that nothing says luxury like a Las Vegas wedding on Valentine’s Day.
The beverage company is teaming up with Web portal Yahoo to move into the Las Vegas Hard Rock Hotel on February 14 and perform weddings and vow renewals for pre-registered couples while it will be streamed live over the Internet.
Couples can register at http://valentinesinvegas.yahoo.com for a ceremony in one of three chapels Dr. Pepper will set up in the Hard Rock for the day: An “Elvis-centric” venue, a traditional white wedding chapel and a third described only as “indulgent.”
Dr. Pepper paired up with Yahoo for the promotion because of the Internet content and execution skills the Web portal could provide, said brand manager Terry Hockens. Yahoo’s e-mail and instant messaging applications are some of the most heavily used programs on the Web, especially among the young-adult (18-24) market that Dr. Pepper wanted to reach.
Yahoo has also been able to bring in tech features to the Las Vegas promotion, such as the integration of its Flickr photo-sharing platform and customizable e-cards to propose, invite friends or simply RSVP to Dr. Pepper for the occasion. Yahoo is also providing content from its entertainment channels to the ValentinesinVegas.com Web site.
“Basically, we bring people who are going to consume their product, and we do it in a way that’s relevant for the promotion,” said Brian Zeug, consumer packaged goods category development officer at Yahoo “Whether it’s through a media campaign to drive people to this program through Yahoo Mail and search marketing, or actually through hosting the site itself within Yahoo, we can bring the people and then make the experience a bit more sticky, to encourage people to spend time with the promotion and then pass it along to friends.”
Yahoo will also provide a buzz marketing team to help Dr. Pepper offer product samples during the day-long reception at the Hard Rock Hotel.
But the party won't end February, 14 ! The soda company bought Yahoo's front page for February 15, the day after Valentine's Day, which is a great promotional move again, to
hook people's attention to the event , product and the search engine itself!
Awesome!
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