Dr Pepper is launching a new multi-platform brand campaign around its ‘What's the Worst that Could Happen?’ creative, with a chance to win £1,000.

The fully integrated activity spans digital, TV ads, on-pack and sponsorship.

A UK Facebook fan page will include a dedicated news feed and host brand content. Fans will be invited to play a Dr Pepper Status Takeover, where teens are challenged to put their own Facebook status into the hands of Dr Pepper for a chance to win £1,000.

The user will have to be brave as the more embarrassing the status update is the more the chance of winning the prize.

Free ringtones are also being offered as giveaways on nine million 330ml cans and 500ml bottles. Consumers are challenged to accept a ringtone that could be good or could be embarrassing. The tones feature sound clips from popular TV shows including Gavin & Stacey and American Idol – or possibly something really embarrassing.

A targeted sampling campaign will run through the key summer period, offering consumers the chance to try 150ml Dr Pepper cans.

Cathryn Sleight, marketing director for Coca-Cola Great Britain, says: “The Dr Pepper, What's the Worst that Could Happen? creative has a successful nine-year heritage for the brand and continues to resonate strongly with our teen audience. In 2010, we're looking to bring the message to life, giving consumers a personal experience in social environments and scenarios that are relevant to them and appeal to their sense of humour.”