Notes on Falling in Love with @DrPepper All Over Again

I spend a lot of time trying to interact with brands on Twitter. I choose those words carefully, because I typically never get a response. My tweets tend to fall on blind eyes and disappear. If it’s rare to find a brand that regularly responds to negative “problem tweets” from disgruntled consumers, it’s nearly impossible to find one that regularly responds to tweets that are positive. After all, if I tell a brand I love them on Twitter, why respond? The work’s already done.

Luckily, there is (at least) one Twitter account that doesn’t live by this flawed logic, a brand that prides itself on responding to nearly every tweet it gets, despite the nature of the content. I’m talking, as you may have guessed by now, about @DrPepper. For the purposes of full disclosure, I must admit I’ve been madly in love with this drink since I was very little. It’s a storybook relationship that grew and grew over time, culminating in the creation of a massive paper mache volcano that spewed Diet Dr. Pepper at my high school graduation party. Yes, I’m serious, and yes, it was stunningly beautiful.

Anyway, the other day, I tweeted Dr. Pepper after a disappointing trip to the vending machine. I had, perhaps irrationally, hoped to find Dr. Pepper’s newest drink (the game-changing Dr. Pepper Ten) among the ‘regulars.’ I didn’t, so, knowing Dr. Pepper had absolutely nothing to do with it, I tweeted them just for fun:

Fellow Fueler Adam Okrasinski was the first to respond. Naturally, I responded right away.

Normally, this would be the end of the conversation. After all, you’ll notice we didn’t even mention Dr. Pepper in the subsequent tweets. But it wasn’t. @DrPepper must have been keeping tabs on our back-and-forth, because it continued:

Enter sarcasm. A double dose, within five seconds of each other. Another great exit point for a brand. But @DrPepper pressed on.

Again, I was just joking. Satisfied with the way the conversation ended, I moved on to engage with the day’s trending topics… until I received my private message.

What? After all I put Dr. Pepper through, knowing they had no say in what kinds of soda entered our vending machine? Surely, they were kidding. But I sent them my address nevertheless, and went about my business. That was only two days ago. And this is what I received in the mail today:

Incredible, and to boot?

Two coupons for 12-packs of Dr. Pepper for Adam and I… just in time for my birthday (which is tomorrow, if you must know). Brands: take a good look at Dr. Pepper’s social strategy. If they were able to turn a Dr. Pepper lover into a dedicated, lifelong advocate in a single afternoon, I’m sure they’ve done the same to countless others. This is how you get social. But if you’re still not convinced… guess what I had for breakfast today? Dr. Pepper (really). Lunch? Dr. Pepper. Mid-afternoon snack? Dr. Pepper. And it’s looking like there will be some Dr. Pepper at dinner. They have more than won me over.

Follow @DrPepper for an experience that’ll restore your faith in, well, almost everything.

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  2. 10/25 2011

    That’s totally kick ass, I love Dr. Pepper! Actually I’m in NYC and DP10 is in our local supermarket which surprised me, because my supermarket is usually the last one in our neighborhood to get anything new to the market! And BTW, Happy Birthday!

  3. 10/25 2011

    Thanks, Tracy! I’m still scouring New York City for it! I need to up my game

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Hello! Big Fuel is a full-service marketing and communications company based in New York that takes brands from Content To Commerce. A unique approach that bridges "people stories" to "product stories" through social media and branded content.

Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving guaranteed results by delivering content to targeted audiences. We work with major brands, leading agencies, publishers and platforms to help marketers achieve true consumer engagement.

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