Boston Center Stage Again In Guerrilla Campaign Foolery
Does this sound familiar? "There had been no complaints in the 22 other cities in the United States and Canada that were part of the promotion." Ding, ding! Yes, Boston is front and center once again in guerrilla marketing news. Launched January 23, just days before the cartoon Network debacle, Dr. Pepper held a 23-city hunt for coins that would ultimately lead to a $1 million prize. Contestants would find codes under bottle caps, enter those codes into a special website and be given additional clues to physical locations throughout the 23 cities where they would find the coins. The coins would then be redeemed for between $10,000 and $1 million.
Dr. Pepper parent Cadbury Schweppes canceled the campaign after hearing Boston officials had closed the 347 year old Granary Burying Ground (originally closed due to icy paths, not the contest), the location of one of the final coins. The cemetery stayed closed once officials realized all the people trying to get in were in search of the coin, not to tour grave sites.