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So far the news reports aren't saying how and when Dr. Pepper learned about Kelly Gray-- the Virginia hairdresser who was auctioning off the opportunity for someone to be a bridesmaid in her wedding.
They could have found out about it here...at No Shame Auctions
a website that promises to bring you the "most watched weird eBay Auctions and Mystery Auctions on eBay."
Maybe.
But something about the whole thing is feeling a bit too contrived. Too much like a well-planned publicity stunt. Everything from the ABC News cameras being there to catch Kelly's surprise when she learns that Dr. Pepper won the bid, to the carefully worded press release, to the discrepancy in written tex on MSNBC of why Kelly said she decided to do the auction with the MSNBCvideo account of why she decided to auction a bridesmaid spot on eBay--all feels like the Maria Digby, Disney Contract bruhaha'
First,there's the entire the premise of the eBay bid. Who wants to be a bridesmaid in the first place? Sure, there was that Katherine Heigl movie 27 Dresses but most people I know wish someone would pay them to be in a wedding,not the other way around. So the idea that Kelly could actually win a significant amount of money for her wedding by bidding it out, seems like a bad idea.
It's funny-- I enjoyed being a bridesmaid at my sister's wedding, but like many other women, I would be more likely to pay someone NOT to have to be a bridesmaid at her wedding! (Unless, of course, the happy couple meets through my Money Match personal ads!)
Also the news reports don't say how Dr.Pepper learned about Kelly.Sometimes it's what not is said that says the most. Here's an excerpt from their press release on the auction dated June 26,2008.
"Weddings are about families,and we have a large one ... more than 50 different brands from Dr Pepper to Rose's Mojitos," said Greg Artkop, spokesperson for Dr Pepper Snapple Group. "In fact, you can find us behind the bar at most weddings, so we're looking forward to being up at the altar for once.[...]
"We're glad the wedding is next April, because much like a bride-to-be, it takes some time to plan that special day," said Artkop. "We're planning some exciting surprises and we can't wait to share them with the happy couple. In the meantime, drinks are on us!"
What they don't say is how they found out about Kell. What no one seems to be asking Kelly is how Dr. Pepper found out about her. Curious. Why wouldn't someone ask the obvious question?
Are we just to assume that the folks at Dr. Pepper has someone on staff searching for social media opportunities to build an entire campaign? Not only is Dr. Pepper providing the money for the wedding they are now going to select the bridesmaid which they hint could be a celebrity.
In an interview on The Weekend Today Show, Kelly hinted that she would love it to be Ellen DeGeneres.
Does Ms. DeGeneres drink Dr. Pepper? Are they a sponsor of her program? Lesson learned: either I am not typing in the right keywords or its impossible to find a list of companies that are sponsors of specific TV programs. What's with that?
It's the fact that Dr. Pepper is not sharing how they learned about Ms.Gray that makes it feel like the bid was not a corporate impulse purchase but rather a very well-thought out social media marketing strategy.
This is not the first time Dr. Pepper has tried to tie its brand message to love.. In 2005 they ran an advertising campaign called " I would Do Anything For Love"
On Thursday June 26th, the story of Kelly Gray made the New York Times. However in that article there was no mention that the high bidder was the Dr. Pepper Snapple Group. Instead, it focused on the idea that this was a creative way to fund an expensive wedding.
The winner, whom Ms. Lala would not identify, must also pose for pictures and the wedding video and join in “any other wedding activities.” The bridesmaid will wear an apple red dress and shoes of Ms. Gray’s choice. The dress is likely to be A-line and
