Dr Pepper Says Sorry for Botched Boston Promo, Donates Money
A spokesperson for Dr Pepper issued an apology Friday for hiding a gold coin in a historic burial ground in Boston as part of a larger treasure hunt promotion, and plans to make a donation to the cemetery.
City officials were alerted to treasure hunters looking for the coin when the players called to complain that the cemetery was closed to the public and they couldn’t get in. The hidden coin was part of the Hunt for More contest where 23 gold coins worth $1.7 million were buried in cities in the U.S. and Canada.
“The coin should never have been placed in such a hallowed site, and we sincerely apologize,” Greg Artkop, a spokesman for Dr Pepper, said in a statement.
City park officials shut down the graveyard and posted security there. On Thursday, Dr Pepper canceled the Boston part of the promotion and then announced on Friday that the top prize, a $1 million coin, had been found in Sam Houston Park in Houston, TX. The coin was found by a 23-year-old Houston resident and recent graduate of the University of Texas.
In addition to issuing an apology, Dr Pepper, which is owned by Cadbury Schweppes, is covering the costs of the additional security at the Granary Burying Ground, estimated at $500. The company is also making a $10,000 donation, the value of the coin hidden there, to the cemetery for its time and trouble, Artkop said.
For those players in Boston, a separate drawing will be made to award the $10,000 prize.
“We hope to award that prize shortly,” Artkop said.
The coin hidden in the cemetery was retrieved Friday by a private investigator hired by one of two marketing agencies involved in the campaign, Promotion Watch based in Livonia, MI, according to news reports. Promotion Watch is owned by Valassis, and is a consulting service for promotion security. Promotion Watch did not return a call for comment.
The other agency involved is Circle One Marketing in Norwalk, CT. Circle One referred all calls to Cadbury Schweppes.
The troubles, however, may not be over.
The president of the Boston City Council, Maureen E. Feeney, plans to hold a hearing next month on both the Dr Pepper and Cartoon Network promotions, according to the Boston Globe. The Cartoon Network promotion last month caused bomb scares, massive traffic delays and plenty of jittery nerves. It also cost Cartoon Network $2 million to cover police and other costs and the head of Cartoon Network, Jim Samples, his job. (PROMO Xtra, Feb. 12, 2007).
Boston’s mayor, Thomas M. Menino, said alternative marketing can continue in Boston, but not without the knowledge of City Hall first. The city was not notified of Dr Pepper’s or Cartoon Network’s plans, according to news reports.
The on-pack game drove consumers to DrPepper.com to find daily clues. The clues tested players’ knowledge of geography, history and world events. Codes could be found on specially marked 24-ounce bottles and 24-packs of Dr Pepper that were used to enter online to receive clues. The clues tie to treasures hidden in that consumer’s region, based on the ZIP code they used at registration.
