The Dr. Pepper Every Cap Wins promotion has won a 2010 Horizon Interactive Award Bronze in the Integrated Marketing category.
The promotion allowed consumers to take coupon codes from Dr Pepper bottles and fountain drinks and redeem them for digital goods – add ons for their players inside EA games. 500 million coupon codes were issued at Dr Pepper retail outlets throughout the USA and launch titles included Spore, SIMS 3, Mass Effect 2 and Battlefield Heroes.
The project was a massive team effort with many different parties involved – Dr Pepper, EA, two visual design agencies (including frequent collaborator mod7), a branding firm, a coupon redemption and support team as well as the internal game teams at EA. OpenRoad provided the system integration effort for the project, bringing more than eight distinct systems together seamlessly to make the magic happen.
According to their website: “The Horizon Interactive Awards recognizes some of the top work from around the globe. In its 9th year, the Horizon Interactive Awards was created to recognize excellence in interactive media production worldwide. Since 2001, the competition has received many thousands of entries from countries around the world and nearly all 50 US States.”
Thanks to mod7 for applying for the award, and congratulations to the entire team!