Dr Pepper Cooks Up Social Campaign for 'Lip Sync Battle'

Multi-Platform Campaign Kicks Off With Times Square Contest, Influencers

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Dr Pepper is launching a socially-driven campaign with Spike's "Lip Sync Battle."

The campaign includes a lip sync booth for fans in Times Square and content pushed from Vine, Instagram, Twitter, Periscope and Snapchat.

"We want to make sure we reach our fans wherever they're creating content," said Andrew Barker, director of media and entertainment for Dr Pepper. At the booth, fans will pick from four songs from the upcoming season of "Lip Sync Battle," and their performances could air in a 30-second spot playing before the episode's winner is announced.

Social media influencers will also lip sync at the Times Square event. They include Liane V, who has four million Vine followers and two million Instagram follower, and Don Benjamin, who has one million Instagram followers.The influencers will create content on the spot, including Snapchats and Periscope streams, allowing social media users access to the Times Square festivities.

Dr Pepper used Speakr, an L.A. based marketing platform that connects brands with influencers for the project. The soda brand began its sponsorship of "Lip Sync Battle" mid-season with a social campaign on Twitter. (The season kicked off April 2.) Viewers were encouraged to vote on a song in a 24-hour period, and Dr Pepper posted a highlight reel of the episode. Then, Dr Pepper sent out a tweet crowning the people's choice winner using #OneofaKindMoment and a gif of the performance.

Plans for the upcoming push came together quickly with the show, which is premiering more episodes in July after a month hiatus.Marco Hansell, CEO of Los Angeles-based Speakr, said his company had two weeks to find influencers and get the project started. Based on real-time and historical data, Mr. Hansell said, Speakr will keep track of which influencers resonate and switch out influencers as the show progresses.

The show, which airs on the Spike network, is hosted by LL Cool J. Anne Hathaway's "Wrecking Ball" lip sync session and Dwayne "The Rock" Johnson's "Shake It Off" both scored 15 million views for their performances on YouTube.

"We'll learn a lot and continue to learn," Mr. Barker said. "There's no playbook in terms of content creation for our fans. Fans can come out and show us what they got, we'll definitely leverage what they give us."

The lip sync contest in Times Square takes place June 23 from 10 a.m. to 4 p.m., rain or shine.