Keurig Dr Pepper, Disney Advertising partner on connected consumer experiences

Keurig Dr Pepper (KDP) announced a strategic advertising collaboration with Disney (DIS) Advertising that will redefine the connected consumer experience. The companies will deliver personalized experiences at every touchpoint of the consumer journey through a unique integration of fandom, media and shopper insights. Initial elements of the evolved partnership include: Dr Pepper and ESPN’s Pat McAfee will bring fresh energy to college football coverage through weekly integrations during The Pat McAfee Show’s signature commercial-free hour. In addition, a new documentary-style social series will spotlight the 17-year legacy of the Dr Pepper Tuition Giveaway and feature behind-the-scenes stories of past winner. As part of a new brand activation, Dr Pepper’s Fansville series, the satirical episodic drama set in a fictional college town now entering its eighth season, will be integrated directly into live college football broadcasts for the first time ever using mixed reality. Disney and Dr Pepper will continue delivering fan-first experiences throughout the season, tapping into ESPN’s unmatched bench of talent. Dr Pepper, the originator and trademark holder of “Playoffuary”, will also collaborate with ESPN’s on-air commentators to celebrate and elevate fan engagement around this signature period. KDP will unlock a new audience intelligence capability by combining its proprietary insights and models with rich retail data and Disney’s college football fan insights.