Dr Pepper Brings Back Fansville And Doubles Tuition Giveaway Program This College Football Season

Dr Pepper is back this college football season as part of its official sponsorship of the College Football Playoff and Presenting Sponsorship of the National Championship Trophy through 2026. Highlights of this season’s activations include Season 3 of Fansville as part of its advertising campaign and doubling of its tuition giveaway program.

Asked how Dr Pepper stayed nimble and adjusted to the uncertainty of this college football season, Andrew Springate, CMO for Keurig Dr Pepper, said his company’s commitment to the sport was never in question. In fact, just the opposite in that the brand wanted to find a way to do more.

“Dr Pepper and college football have gone hand-in-hand for many years, so it was never a question of if we would go in a different direction. It was all about how can we deliver a worthy campaign for our passionate Dr Pepper fans across the country,” said Springate.

“We knew no matter how the football season evolved, students would still be attending college, and, in light of the current economy, they would have an even bigger need for tuition funds. We were thrilled to be able to double our tuition program to $2 million, the most we have ever given away in the program’s history.”

The tuition giveaway has always been an integral part of Dr Pepper’s college football campaign. The company has given away more than $10 million in tuition since 2008.

Beginning today, Dr Pepper is accepting video submissions at DrPepperTuition.com through Sunday, October 18. Students are encouraged to create video entries that explain how winning the tuition money would impact their lives and help them achieve their personal and professional goals.

Normally, the throw competition is done live at halftime during the College Football Conference Championship weekend at the ACC, Big 12, Big Ten, Pac-12 and SEC championships games. However, due to health and safety considerations, the throw competition will be recorded at the Dude Perfect headquarters in Frisco, Texas this year, following all guidance provided from health authorities and government agencies.

Numerous others who enter will be surprised with significant tuition gifts through a series of virtual giveaways with Dude Perfect, along with the Dr Pepper brand social media channels. Additionally, Dr Pepper will donate $1 to Scholarship America for every Dr Pepper purchase where a consumer texts a picture of their receipt to TUITION (21688).

“The tuition giveaway has been an overwhelming success over the past 12 years,” said Springate. “Participants are incredibly grateful for these tuition funds. For some, it’s the difference of being able to attend college or not. Of course, fans love the halftime throws that crown the winner of the largest tuition amount.”

“I’m excited about how we’ll execute the halftime throws this year; it’s a very creative solution given the current situation with COVID-19. And, like every year, it’s a very heartwarming moment when the contest winners are presented with their tuition prizes.”

Fansville, Dr Pepper’s episodic drama featuring parody storytelling from a town of college football fanatics, will return for a third season. Springate provided a sneak peek at the new season.

“Three all-new broadcast spots will air throughout the season featuring a character accused of jinxing the big game. Fan favorite Brian Bosworth, who plays the sheriff, comes to arrest ‘The Jinxer’ who is taken to jail and prosecuted for the ‘jinx.’ Like the previous two seasons, fans can look forward to the creative celebrating over-the-top college football superstitions and traditions.”

Bosworth says he’s excited to return again as the sheriff.

“It’s a blast bringing to life some of the college football superstitions that fans can relate to and enjoy. Dr Pepper is known for doing everything bigger and better, and you can see that in this year’s Fansville season and tuition giveaway program.”

Bosworth says there’s a natural connection between Dr Pepper and college football fans.

“Fansville feeds into the fandom that only college football fans can understand and appreciate – that friendly competition, generational superstitions and traditions, and die-hard devotion to a team, especially your alma mater, is what it is really all about during the season. Who wouldn’t want to be able to live in a town called Fansville, not to mention with me as the sheriff?”

Dr Pepper had to get creative when it came to shooting the campaign this year. If the trailer looks familiar, that’s because it was created from historic footage from the past two seasons. That allowed Dr Pepper to monitor the rapidly evolving situation for the college football season and plan for production, which looked very different from past years.

“The three new broadcast spots were shot just two weeks ago through a completely virtual production. Our advertising team was able to direct the campaign from home through software that offered a split screen of the shoot. One side was a live shot of the director’s camera and the other side was a virtual video conference call with the entire team,” said Springate. “We were able to provide feedback and direction in real time, all from our home offices. The entire production was shot following all safety guidance and protocols provided by health authorities and government agencies.”

Asked if Dr Pepper will be involved if some college football conferences play in the spring instead of fall, Springate said, “Right now, we are focused on the fall season. If additional games are scheduled for the spring, we want to make sure Dr Pepper plays a part.”