The Dr. Pepper fountain is an example of a soda company doing social media right. The fountain, which stands six feet tall and holds five gallons, was created after the company read a tweet sent from Claire Daniels, a student at Kansas State University. Ms. Daniels tweeted about her need for a Dr. Pepper fountain given how much of the stuff she drinks. Once the brand saw the tweet it sprung into action.
About a month later Dr. Pepper reached out to the student and asked if it could surprise her for being a loyal customer. The surprise was the Dr. Pepper fountain on her front lawn, which unfortunately Daniels wasn't allowed to drink from. She was given 100 12 packs by the company, so that should help to smooth over any disappointment.
Key Themes Behind This Trend
- Social Media Listening
- Soda companies can leverage social listening to identify customer needs and create innovative products like the Dr. Pepper fountain.
- Customization
- Personalized or custom-made products like the life-sized soda spouts can create a niche for brands and help to build brand loyalty.
- Surprise and Delight Marketing
- Brands can use personalized and unexpected gifts like the Dr. Pepper fountain to surprise customers and build emotional connections with them.
Where This Applies
- Beverage Industry
- The beverage industry can use social media listening to identify customer needs and create customized products that cater to specific tastes.
- Marketing & Advertising Industry
- Surprise and delight marketing can help brands build deeper customer relationships and create differentiation in crowded markets.
- Consumer Goods Industry
- Customization and personalization of products can create a niche for consumer brands and allow them to stand out in competitive markets.
