Dr Pepper Case Study - GES
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Dr Pepper Case Study - GES

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Dr Pepper Snapple Group needed to create an engaging fan destination in one of the newest, largest sports venues in the U.S. — the Dallas Cowboys Stadium. In partnership with HKS BrandSpace, GES ...

Dr Pepper Snapple Group needed to create an engaging fan destination in one of the newest, largest sports venues in the U.S. — the Dallas Cowboys Stadium. In partnership with HKS BrandSpace, GES created the Dr Pepper StarBar, a 17,000-square-foot sponsorship venue offering visitors a taste of the iconic brand

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Dr Pepper Case Study - GES Document Transcript

  • 1. Case Study | Dr Pepper StarBarDr Pepper adds flavor to theDallas Cowboys StadiumOverviewDr Pepper Snapple Group needed to create an engaging fandestination in one of the newest, largest sports venues in theU.S. — the Dallas Cowboys Stadium. In partnership with HKSBrandSpace, Global Experience Specialists (GES) created the DrPepper StarBar, a 17,000-square-foot sponsorship venue offeringvisitors a taste of the iconic brand.ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)
  • 2. Case Study | Dr Pepper StarBarObjectives• Create a game day venue that brings together two of Texas’ favorite brands — Dr Pepper and the Dallas Cowboys.• Extend the artistic vision of the new Cowboys Stadium while surrounding visitors with visuals of the Dr Pepper brand and its core values.• Create an environment that is unique and exciting for fans and conducive for watching football.• Select high-quality, custom materials that bring the Dr Pepper brand to life while highlighting key products and supporting the brand message.Solutions• A complete bar featuring backlit vintage Dr Pepper bottles cast into a concrete bar top, along with acrylic ice cube lounges.• 15 aluminum arches light up in celebration every time the Cowboys score.• Seven huge flat screen TVs and six concession stands increase length of stay.• Two 20’ x 40’ artistic portraits of Dallas Cowboys Bradie James and Felix Jones, and design details including white lacquer furnishings, screen-printed fabrics, brushed metal accents and a custom, hand-crafted glass chandelier inspired by Dr Pepper soda.Results• With multiple amenities and exceptional views of the Dallas skyline, the Dr Pepper StarBar is one of the most Testimonial unique and memorable spaces for sports fans. “GES’ can-do attitude, collaborative solution-• The launch of the StarBar was featured in PROMO Magazine oriented team and innovative ideas were crucial on and numerous other publications. The opening was also this project. They totally understand what it means featured on various local and national news stations. to bring a brand to life and I’d work with them• The Dr Pepper StarBar has “raised the bar” in ultimate again, anytime.” game day experiences for professional football —Shaun Nichols, fans and sports marketers all over the world. Brand Design Director, Dr Pepper Snapple Groupges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)