“One Million” Reason ToWritten by Branding Magazine Editorial / Featured in: Creative, Digital / 23.09.2011.
Dr Pepper has a way to help future education of young people. They are donating more than $1 million dollars of tuition money as a part of the annual Dr Pepper Million Dollar Tuition Giveaway . Fans aged 18-24 have quite an easy task: they need to submit videos on Dr Pepper official web site by November 1, explaining why they should receive one of the five level prizes, including the grand prize scholarship of $100,000.
In partnership with ESPN college football analyst, these videos are going to be judged by a panel, with various requirements – the inclusion of Dr Pepper, a college football and tuition theme, the impact of free tuition on your life and overall presentation quality.
They are also celebrating past tuition winners by featuring their faces on limited edition cans of its soft drink, as well as online and national television commercials.
Ten winners will be competing during half-time of four conference championship game – the Dr Pepper ACC Championship, the Big Ten Championship, the Pac-12 Championship and SEC Championship, and the AT&T Cotton Bowl Classic.
Selected finalists will compete by throwing footballs from the five-yard line into a two-foot deep hole in an oversized Dr Pepper can replica. Whoever successfully completes the most throws in 30 seconds in each game will win first prize: a $100,000 scholarship. Runner up receives $23,000 scholarship prize, and most interesting is the addition to the half-time throws – more than 60 videos that were submitted on the web site are going to be selected and rewarded with $2,500 scholarships.
Nikki Boon, a music student and a winner of the grand prize at SEO Championship said that this competition made her dreams come true : “Just one year ago, I was a hostess at a restaurant in my hometown. After winning, I was able to transfer to a school in Nashville and follow my dreams of singing country music. Since then, I’ve signed a record deal and just released my first single on iTunes.”
Dr Pepper Tuition Winner 2010 Nikki Boon
Last year’s winner Nikki Boon
Dr Pepper teamed up with devianART social network for an art contest “How do YOU drink your Dr Pepper?” for ‘devians’ to submit their artistic ideas on the topic. The winning artist, Rey Jawahir, won a grand prize of $3,000, a trip to Brooklyn to see his painted mural, an iPad and deviantArt.com-related perks.
This is a great way to give an opportunity to few lucky college students in order to build their own futures, which emphasizes the importance of further education.