Dr. Pepper Faces Legal Battle WITH GNR

In March, Dr. Pepper offered a free drink to consumers if Guns and Roses released its album Chinese Democracy album in 2008. This was part of a disruptive campaign where a product attaches itself to a news story in order to gain attention. GNR feels that Dr. Pepper made it seem as though they were promoting for them and are their lawyers are demanding an apology as well as paying for using the band's publicity This is the first time I have heard about a disruptive campaign. The four goals of a disruptive campaign are to throw out good ideas for the marketing program, reach a mass amount of people, look at other industries and see their perspectives, and set a certain period of time. Overall, I feel that Dr. Pepper executed the campaign effectively, but in the future should check with anyone attached to the campaign and get their permission before running with it.