Sweetest Tradition on Wheels
One of Baylor’s most beloved traditions — Dr Pepper Hour — hit the road this spring for an eight-week journey covering nearly 7,000 miles. The Dr Pepper Hour Tour delivered the sweet experience of ice cream floats alongside the excitement of being a part of the Baylor Family.
“We wanted to extend the Baylor campus experience across the state and beyond by sharing this legendary Baylor treat with prospective students,” Vice President for Marketing and Communications and Chief Marketing Officer Jason Cook, A.B.C. ’20, said. “Where else do students enjoy free ice cream with their friends every week of their college experience?”
A custom Baylor — and Dr Pepper — branded truck and trailer stopped at select Texas high schools before a trek to Colorado, visiting schools in the Denver area. An exclusive Baylor Alumni event concluded the eight-week journey, during which nearly 8,000 floats were served.
With Baylor Admissions counselors present at each stop, more than 90 percent of current high school freshmen listed in Baylor’s prospective student database were obtained through contacts on the Dr Pepper Hour Tour. This gives Baylor a competitive advantage as institutions look for ways to identify and contact prospective students earlier in their high school years.
The tour will return for a second year, covering four weeks this fall and eight weeks next spring. Additions to the tour will include stops at select Friday-night high school football games, drop-ins at Austin’s Texas Tribune Festival in the fall and South by Southwest (SXSW) Conference and Festivals in the spring, and a two-week trip to California to conclude the spring tour.