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Baylor University Dr Pepper Hour Tour

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PROJECT DESCRIPTION: RECRUITMENT AND SAMPLING TOUR | EXPERIENTIAL MARKETING CASE STUDY | MULTI-CITY MARKETING

Objectives:

Strategize and execute a 12-week event management and touring program (Fall - 4 weeks, Spring - 8 weeks) to brand, promote, and recruit high school students while highlighting Baylor University's 68-year tradition "Dr Pepper Hour" (DPH) in the Texas market: Waco, Dallas, Austin, Houston, and San Antonio. Create a custom experiential vessel to be the image of the Dr Pepper Hour Tour for Baylor University. Create a dedicated website (drpepperhourtour.com) to find the DPH truck, request the DPH truck for their school, experience the DPH recipe and learn more about Baylor University. The experiential program will continue in Spring 2022 for an 8-week tour in Texas and the Colorado market.


Elements:

A resolute account team and logistics team planned for 8 weeks prior to launch to bring the Dr Pepper Hour to life on the road. The internal team developed a custom dedicated website, a custom trailer build-out and managed all logistics, inventory control, promotional distribution, branded vehicles, high school routing, and data collection. The team in the field consisted of a Market Manager, Team Leaders, Drivers, and brand ambassadors daily. All team members and onsite experiences and sampling were covid-friendly.


Results:

Fall: The team generated millions of impressions while utilizing the branded DPH experiential vehicle and trailer for each daily activation. The Fall multi-city market program completed a total of 19 events (57 event activation hours), with a grand total of 399 man hours in the field. During the Fall program, the experiential team visited 17 high schools, 1 Baylor University football game, 1 news station, 1 Baylor University Homecoming Parade. Over the 4 weeks, 5,444 high school students experienced and sampled the DPH floats, and the team distributed a total of 2,046 promotional items. A total of 694 students scanned the QR Code onsite to learn more about Baylor University and 449 of those students opted-in to receive more enrollment information about Baylor University. Overall, during the Fall program, the custom website generated 87 hot leads from high school faculty and students to request the Dr Pepper Hour Tour to come visit their school. Spring: TBD.


Client Impression:

TBD

Project Details :

  • Timing : 12 Week Program (ongoing)

  • Client : Baylor University

  • Market : Multiple - Texas and Colorado

  • Experience : Strategy & Campaign Development, Tours, Mobile, Brand Ambassadors

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