DR PEPPER CHERRY

Complex Media created a 360° custom marketing program for Dr Pepper Cherry entitled, "Smooth Movers" that aligned Dr Pepper Cherry with the top designers from the worlds of sportswear, fashion and comics. The program included a custom in-book unit, video webisodes, custom digital units, a premium branded content section and a contest component. Complex delivered beyond expectations in every facet.

Complex identified and aligned Dr Pepper Cherry with designers who have used their creativity and style to forge their own "smooth" style in their respective industries. These "Smooth Movers" include comic illustrator Ronald Wimberly, the No Mas team, Still Life milliner Frenel Morris and the founders of A Peace Treaty.

Complex created a high-impact 6-page custom in-book unit that featured talented designers who Complex identified as unique individuals who have used their creativity and style to forge their own "smooth" path in their respective industries.

Complex produced Dr Pepper Cherry-branded webisodes of each of the Smooth Movers sharing their stories about their smooth style and how Dr Pepper Cherry inspires them.
These webisodes ran in custom video widget across the Complex Media Network, creating a cool and authentic endorsement for Dr Pepper Cherry among our CSD-obsessed audience of 10 million men. Exclusive Complex-produced webisodes featured Dr Pepper Cherry product integration and branding, interviews and profiles on these icons of emerging culture.

"Dr Pepper Smooth Movers" Custom Videos - The custom video, a one-on-one interview, features the various designs that Still Life produces for their hat and apparel line. Frenel Morris speaks to what influences his work, his unique designs and definition of "smooth" style. The videos generated 900,000+ views!

Complex executed a Tier I Takeover with Custom Skins that ran four times in two-week intervals.The Complex-produced premium custom skins performed at a 3.22% CTR with an overall performance of a .28% CTR and 60,039,350 total impressions. All banners drove consumers back to the Dr Pepper Cherry "Smooth Moves" custom content section.

Complex created an online custom content section showcasing each artist from the Dr Pepper Cherry Complex custom print unit and custom webisodes. The custom site also included a contest rewarding a lucky winner with an apprenticeship with one of the designers and trip to New York from Dr Pepper Cherry. The site was live from April 1 – May 31, 2009.

Complex executed a Dr Pepper Cherry Smooth Movers Apprentice Contest in which a to-be-determined Grand Prize winner, selected by the Smooth Movers, will receive a 3-day trip to New York City in 2009 including round-trip transportation and a chance to shadow one of the featured Dr Pepper Cherry Smooth Movers in their design space.

Next Steps: Dr Pepper Cherry Marketing Team and Smooth Movers to rank their top designs. Complex will chose winner and complete fulfillment of Grand Prize with chosen winner.