Just think what else the money could have been used for

In what amounts to a giant publicity stunt, Dr. Pepper is paying for a band to live in a glass bubble in NYC for three weeks while they record an album. We can watch them on-site, on the Internet, and on MTV.

Aside from the fact that I think all those involved (the band, the sponsor, and MTV) will look more desperate than cool, this plan strikes me as a huge waste of money which could have been used to promote music in many more effective ways.

Adweek Magazine In Print 5/7/2007- Dr Pepper Rocks Out With Big Idea From MEC: "NEW YORK A year in the making and carrying an estimated price tag of close to $20 million, Band in a Bubble, a new Dr Pepper reality show and special event created by WPP's Mediaedge:cia, shows just how far some media agencies and clients will go to cut through the clutter....

Dr Pepper is funding the entire project, which accounts for 22 percent of the $90 million the company spent on ads last year, according to TNS Media Intelligence. The company wouldn't comment on specific figures or say from which budget the money was taken."