Result: "Cherry Chocolate Rain" garnered more than a million views on YouTube in its first four days on the Web. Executive Producer Steve Weinstock said he shot the video in a day and the entire production took only about four days. The cost? About 1/4 of the outlay for a traditional TV spot. On a cost-per-thousand evaluation of the video, it's an extraordinary advertising win, Weinstock said. Beyond YouTube, True Entertainment and Dr. Pepper plan on extending the life of the project with distribution on other sites and media, including mobile.
-Greg Baumann
Dr. Pepper teamed with Endemol's True Entertainment to produce "Cherry Chocolate Rain," an homage to Tay Zonday's "Chocolate Rain" viral hit.