Hispanic PR Techniques: Dr Pepper offers fans a chance to win the ultimate family fiesta with ‘Familia23’ contest
PLANO, TX – Dr Pepper is launching a PR campaign for its Familia23 contest that will award the ultimate family fiesta to families who live life to the fullest. The contest is part of the Dr Pepper year-long celebration of living “Vida a la 23” — a flavorful, bicultural life to the “23rd power.”
Fans can enter by submitting stories about how they celebrate life as a family along with a photograph of their families enjoying Dr Pepper. The hottest club on wheels, Club23, will arrive locally and host the ultimate family fiesta. The fully catered affair will be complete with free food, Dr Pepper, games and music entertainment. DJ Nino will spin tunes as the winning family enjoys a lifetime experience to the “23rd power.”
“We’re offering families an opportunity to celebrate the love they have for each other and show how, even during tough times, they enjoy the good things in life,” said Monica Morales, Dr Pepper brand manager, Hispanic market. “Just like the unique 23 flavors of Dr Pepper, our Vida23 program is designed to give consumers more out of every day.”
The heart of the Dr Pepper Familia23 campaign taps into the general sense of optimism Latinos have for the future despite a down economy. Research from Experian Simmons and Univision showed that Latinos are more positive about the future of the economy and are shopping more often than the general market. In fact, 29% of Hispanics are more positive about the U.S. economy in the coming 12 months vs. 21% of non-Hispanics.
The www.Vida23.com web site has the official rules. The contest runs from Sept. 1, 2009 through Oct. 18, 2009. A total of seven families will be awarded the ultimate fiesta in the following cities: Los Angeles, San Antonio, Dallas, Bakersfield, Sacramento, Fresno and Phoenix. The winners will be notified in October, and the ultimate family fiesta will take place in November, 2009.
Dr Pepper’s Vida23 embodies the bicultural lifestyle through its Club23 mobile gaming arcade and dance club. As one of the hottest clubs on wheels, consumers can relax by playing games, dancing and sampling different Dr Pepper products. Stop by a Club23 event near you to live life to the “23rd power.”
A key component of the Dr Pepper Vida23 program is bicultural music. It launched this year with the introduction of “LA LA LA Life/Vida23,” a new song written and performed by Cucu Diamantes and Grammy Award winner Andres Levin, founder of the band Yerba Buena. The song, which can be heard in advertising spots and on the airwaves, is part of the “rock alternative” move. It is a multicultural fusion of reggae, hip-hop, rock and salsa, sprinkled with global beats. Consumers can download the song and ring tones and create a customized re-mix of the song by visiting www.Vida23.com.