Dollar General and Keurig Dr Pepper launched a football-themed mobile game at the SEC Championship Game in December that drove trips by promising participants a deal on Dr Pepper SKUs.
Created by New York-based TPG Rewards, the mobile game instructed users to aim a football at a Dr Pepper can to score as many touchdowns as possible and unlock a Dollar General digital coupon (valid through Dec. 8, 2019) for $1 off a 12-pack from the brand. (See video below.)
The partners plugged the game during the Dec. 7 SEC Championship Game at Mercedes-Benz Stadium in Atlanta via a jumbotron ad, a TPG Rewards spokesperson told the Path to Purchase Institute. The ad encouraged fans to text a promotional number to receive a link to the game available via drpepperdgfootball.com. The mobile game was available a few days before and after the championship game.
The mobile game reflects the brand's tuition giveaway program at college football championship games, such as the SEC Championship Game, where two students vied to win $100,000 in tuition by throwing the most footballs at an oversized Dr Pepper can during half-time. The mobile game was a fun way to engage fans at the SEC Championship Game by allowing them to win something as well, the TPG Rewards spokesperson said.
In related activity, account-specific, football-themed floorstands from Dr Pepper enjoyed secondary merchandising space at Dollar General stores last year. Activating the manufacturer's sponsorship of the College Football Playoff, the displays depicted a football field with Dollar General's logo at the end zone.
Additional seasonal activations include endcaps stocking PepsiCo/Frito-Lay SKUs that in January were outfitted with signage activating the manufacturer's National Football League sponsorship and promising shoppers $2 off the combined purchase of one Pepsi-Cola product and one Frito-Lay SKU ahead of Super Bowl 2020. PepsiCo also drew attention to the promotion by posting a video on its Pepsi Facebook page on Sept. 6 that depicted NFL running back Derrick Henry surprising Dollar General shoppers that purchased PepsiCo SKUs. The digital offer has since expired, but typically runs annually ahead of the big game.