When Dr Pepper wanted to get the word out about its newly introduced flavor, it didn't turn to its advertising agency, WPP Group's Young & Rubicam, San Francisco. Instead, the soft drink maker engaged True Entertainment, a production company based in New York, to craft a viral video for Cherry Chocolate Diet Dr Pepper.
The music video-like "Cherry Chocolate Rain," which clocks in at 2:52, stars Internet flavor of the month Tay Zonday, better known as the guy who sings the song "Chocolate Rain."
Uploaded to the Web late last Thursday by Zonday (real name: Adam Bahner, a musician and Ph.D. student at the University of Minnesota), the video had 300,000 hits within its first 24 hours, according to Dr Pepper. Six days later, that number stands at slightly more than 1 million!
