Welcome to Fansville
TV | DIGITAL | SOCIAL | PRINT | OOH | EXPERIENTIAL
When Dr Pepper signed an 8-year sponsorship renewal with College Football, they didn’t want to be another sponsor on the sidelines. So, we needed to find an organic way to position them at the center of the action as the "Official Drink of Fans?". That’s why we created Fansville – a dramatic TV show parody about a town where everyone is a die-hard College Football fan. We stole from Hollywoods playbook and made all of our spots feel like real promos for a real show. It worked so well that millions of Americans genuinely wondered if it was truly a network show and wanted to watch it.
Fansville | Case Study
Fansville | Season 1 (full)
Fansville | Season 2 (full)
Season 1 Finale spread | ESPN
Fansville PitStop | Season 2 Activation
(The Richards Group)
CREDITS
ECD: Ryan Lehr
CD: Travis Swingler
ACD: Josh Cassidy // Vince Feliciano
AD/CW: Brain Abbott // Beau Abbott
Curtis Petraglia // Andrew Kong // Bobby O’neil
Agency: Deutsch LA // The Richards Group
Director: Jonathan Krisel // Jorma Taccone
AWARDS | ACCOLADES
Gold Effie
Bronze Clio
Radio Mercury Award
Most Successful Campaign in Dr Pepper History
Ad Age | Editor’s Pick
Forbes
Little Black Book