Case Study: Dr Pepper Sabrosura Art Contest
The Challenge
Mercury Mambo, an Austin-based Hispanic marketing agency, partnered with Dr Pepper to plan and execute Sabrosura, an art competition for budding Latino artists. They needed a Web site where contest entrants could submit their artwork to be displayed and the public could register to vote on the pieces and send their favorites to friends as e-cards. Our challenge was to build a site that integrated tools for users to register, log in, upload art, vote, and send e-cards, all while maintaining quality and standards worthy of high-profile client Dr Pepper.
The Process
TradeMark Media met with Mercury Mambo in order to determine the best way to create an effective site. We divided the project into two phases. The first phase of the Web site included a registration form and a place for contest entrants to upload their artwork, as well static information such as the contest rules. On the back end, Mercury Mambo had access to the artwork where they could check off whether or not the artwork qualified for voting. When the twenty-three finalists were chosen, the second phase began.
During the second phase of the project, the top twenty-three works of art were displayed so that site visitors could vote once a day for their favorite pieces and send the art as e-cards to up to three people at a time. We also uploaded some Dr Pepper radio ads that were a part of the campaign. Mercury Mambo had access to the voting data as well as the number of e-cards sent.
The Results
Over 10,000 people registered on the Sabrosura site. Artists submitted 137 pieces and registrants sent thousands of e-cards, resulting in a successful grass-roots marketing campaign for Dr Pepper. The Web site was simple for visitors to use, whether it was to make a submission or register to vote, which contributed to the overall success of the art competition. Our clients had easy access to information such as registrant and voting data and were pleased with the completed project.