I recently read an article about Diet Dr. Pepper teaming up with Yahoo to create an online scavenger hunt. The "Hunt for the Unbelievable" sweepstakes participants enter their "...name, basic demographic information and their e-mail address in order to participate..." (McKeefery) with the hopes of winning the $10,000 travel getaway grand prize. Participants were to locate and virtually capture the Diet Dr. Pepper characters across the Yahoo web, which also included mobile properties. The hunt ran through March 31, and the winner is expected to be announced in April. These two firms are participating in a very interactive way of marketing their products and services. It's a fun way for people to get to know more about their products, probably with the hopes of gaining a number of loyal customers.
But what about the data they collect? The article did not say what the firms were using the data for. It could be something as simple as collecting information to consider a new target market. But it could also be as untrustworthy as collecting data to sell to other companies. What do you think about the overall idea of the interactive approach?
http://www.dmnews.com/diet-dr-pepper-and-yahoo-team-up-in-online-hunt/article/199209/
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