UPDATE: Apparently Guns N’ Roses is pissed. Their lawyer has sent a three page letter to Dr Pepper to voice more than a little concern about the handling of the promotion.
According to Billboard.biz, Beverly Hills-based Alan Gutman has written to Dr Pepper Snapple Group Inc. president and CEO Larry Young, accusing the company of operating an online redemption scheme that was an “unmitigated disaster which defrauded customers.” Gutman is demanding that Dr Pepper makes good on its offer by extending the period for the offer; he also wants full-page apologies in The New York Times, Los Angeles Times, USA Today and The Wall Street Journal.
On one hand, I think this is a bit over the top, considering Dr Pepper already extended the (very expensive) promotion an extra day to make up for the issue. On the other hand, I like that GNR is sticking up for their fans in a pretty significant way. I think it sends a great message to companies that “you’d better take our fanbase as seriously as we do”. GNR clearly understands that their fanbase is their power, and anyone messing with the fans is messing with them.
Talk about showing some corporate personality!
Over the years, Guns N’ Roses has promised to release “Chinese Democracy” but they kept pushing it back, leading fans and naysayers of the band to question whether it would ever be released.
The hype of “Chinese Democracy” was so great that on March 26, 2008, Dr. Pepper proclaimed that if Guns N’ Roses releases their long-awaited album during the 2008 calendar year, everyone will receive a free can of Dr. Pepper, excluding ex-members Slash and Buckethead.
Yesterday, Dr Pepper came through with their promise, launching a Web site where anyone can plug in their details and grab a coupon for a free can.
Not only did Dr Pepper show some fantastic personality, having a bit of fun at the same time, they’re also collecting new user data hand over fist. (So well, in fact, it looks like site had some major downtime) See, successful programs don’t have to be difficult or impersonal!