In a partnership with Yahoo!, the two companies threw a 24-hour Valentines in Vegas Wedding party at the Hard Rock Hotel & Casino. People from all over the country showed up, got married, renewed their vows, or simply crashed the party—and they got to do it all for free.

Yahoo! was selected as the partner of choice to drive this viral marketing event by building a best-in-class microsite that could be promoted throughout its numerous channels.

The goals were to both drive attendance to the party itself, while also supporting the Diet Dr Pepper 2008 brand marketing campaign. The site needed to reach out to the transitional target demographic of ages 22-30 and speak to them in a fun, humorous, and exciting tone.

“This was not the time or place for dull, lifeless copy,” explains Larissa Zimberoff, Marketing Manager at Yahoo! “We needed to turn the microsite into a viral sensation. It had to promote the event, support the brand, and be clever enough to inspire visitors to forward the site along to all of their friends. The success of our campaign was depending on it.”

To make this happen, she turned to the team at Fossum Creative, who knocked back numerous bottles of Dr Pepper and produced copy for the entire site. The results were just what the doctor ordered; the site captured the spirit of Las Vegas without ever going over the top, advanced the Dr Pepper brand while announcing the new flavor, and generated a giant buzz for the event that spread virally across the Internet.

As for metrics, the average visitor spent over 4.5 minutes on the site, while entries for the Vegas Getaway contest represented a 13% conversion rate. In the end, over 500 partygoes attended the live wedding event, which generated over 3 million media impressions for Yahoo! and Dr Pepper. To top it off, 12 couples were married, 17 couples renewed their vows, and 5 couples did a dry run just for fun.

“The promotion was a giant success, and we can attribute much of that to the outstanding copy that Fossum Creative produced,” said Larissa. “They hit just the right tone for the target audience and managed to balance wit and humor with a solid call to action.”

Will your company be our next success story?

There's only one way to find out. Call us today at 408.354.9977 to discuss how we can deliver results like these to your next promotion or marketing campaign.

Return to case studies

• clients
• success stories
• copy clips
• video gallery
• testimonials