CAMPAIGN

Dr Pepper is unrivaled in their support of college students, most notably through their Tuition Toss campaign where students throw a football for a chance to win free tuition. To further their support, Dr Pepper wanted a branded activation during the lull between the start of the college football season and the actual Tuition Toss at the end of the year.

To maintain relevance all season long, we came up with the Dr Pepper Hail Mary competition. Think—Shark Tank for college kids—in which students get to share their biggest and most audacious ideas and pitch them—hail mary style—to some of the world’s top entrepreneurs for a chance to win $23K in seed money and $23K in tuition money.