a trend was forming in social media - nostalgia was gaining momentum. we realized that dr pepper fans were bringing back the popular "I'm a pepper" campaign made famous by scott baio.

reacting to this trend we send mr. baio a custom "i'm a pepper" t-shirt using his twitter handle - we asked him to post a picture of himself wearing it, and he did!

next we went a step further - we identified a number of digital influencers who had proclaimed their love of dr pepper and sent them custom t-shirts. they too posted pictures of themselves on social media. the momentum was growing.

to broaden the reach and allow all dr pepper fans to participate, we targeted popular social groups like "gamers", "foodies", and "fashionistas", and we awarded the most vocal of these groups custom shirts of their own.