Stepping into the game — not just advertising around it
There’s marketing. And then there’s being part of the story. Dr Pepper, over the last few years, has clearly chosen the latter, and it’s not playing it safe. Instead of just tossing ads between college football games, the brand has been weaving itself into the culture, building characters, and speaking the language of the fans.
It started years ago with a fictional college town called Fansville. Quirky, over-the-top, and filled with familiar rivalries, Fansville wasn’t just an ad series; it became a tradition. A sort of alternate universe where college football fandom was turned into something mythic and hilariously relatable.
And now in 2025, the Dr Pepper campaign has taken its biggest leap yet.
The Disney partnership is turning heads
When Keurig Dr Pepper linked arms with Disney Advertising, people took notice. This wasn’t your average sponsorship deal; this was a full-blown integration into the very fabric of college football coverage on ESPN and ABC.
Mixed reality elements from the beloved Fansville series are now making their way into live broadcasts. That means fans aren’t just seeing Dr Pepper during commercial breaks; they’re bumping into it mid-game, mid-conversation, as part of the action. And it doesn’t feel forced; it feels earned.
But there’s more going on behind the scenes. The data being pulled from fan behavior, from what they watch to where they shop, is being transformed into hyper-personalized ad experiences. Hardcore fans get content based on their favorite teams or conferences.
Casual viewers see more general stories. No fluff, just relevance.
It’s a clever shift. The Dr Pepper campaign has stopped chasing reach and started focusing on resonance. That’s not just smart, it’s necessary in a time when attention spans are short and expectations are high.
Dr Pepper campaign: A playbook for modern marketers
Now here’s where things get interesting for other brands and entrepreneurs.
Dr Pepper didn’t stumble into this strategy. It built towards it methodically. First, it established Fansville as a beloved platform. Then, it deepened its storytelling year after year. Now, with data and digital tools on its side, it’s scaling that connection.
Marketers looking for a blueprint should take notes.
Start by creating something fans care about, something they look forward to. It doesn’t need to be a full-on episodic campaign like Dr Pepper’s, but the idea is the same: create a narrative, not just noise.
Second, partnerships matter. Dr Pepper’s alliance with Disney isn’t just about ESPN airtime. It’s about merging entertainment, tech, and advertising into one seamless experience. If you’re building a brand, think bigger than traditional placements. Who can you collaborate with to bring your message to life in new ways?
And finally, personalization isn’t optional anymore. If you’re still running one-size-fits-all campaigns, you’re already behind. The Dr Pepper campaign shows how dynamic content, built on real data, makes messages feel personal and, more importantly, valuable.
The Pat McAfee boost and digital storytelling layers
Part of what makes the Dr Pepper campaign feel so well-rounded is how it’s expanding across platforms. Take The Pat McAfee Show on ESPN, for example. Dr Pepper has secured a weekly integration during the show’s commercial-free hour, turning a potential dead zone into brand gold.
And then there’s the storytelling angle. A new documentary-style series will explore the 17-year history of the Dr Pepper Tuition Giveaway. It’s emotional, human, and gives people a reason to care beyond the soda can.
These aren’t just ads, they’re moments. And those moments are stacking up into something far more valuable than impressions: loyalty.
The Dr Pepper campaign isn’t playing the short game. It’s building memory structures that make people feel something. And when people feel something, they remember. They buy. They share.
A final thought — beyond the brand
In a marketing world often obsessed with virality and quick wins, Dr Pepper is showing what long-game branding really looks like. It’s layered. It’s immersive. And it’s deeply connected to culture.
You don’t need to have a multi-million-dollar budget to apply these lessons. You just need a brand people can believe in, a story worth telling, and a commitment to consistency. From indie startups to legacy players, anyone can borrow from the Dr Pepper campaign playbook if they’re willing to go beyond the surface.
So next time you sit down to watch a college football game and see a familiar face from Fansville pop onto the screen, remember, that’s not just a mascot. That’s years of marketing strategy, storytelling, and smart marketing all coming together at exactly the right moment.
And that’s a play worth running again and again.
FAQ’s
How can storytelling in ads help a brand beyond selling stuff?
It builds trust and makes people care, so next time they see or hear your brand, they already feel something.
Why use mixed reality or AR in live shows or events?
Because it transforms passive watching into interactive moments, it makes your brand part of what people are experiencing, not just what they see in breaks.
How does using audience data improve marketing?
It lets you talk differently to people who really care vs those who are just curious, so your message fits better and feels more personal.