• November 6, 2007

Dr Pepper is introducing the first branded game for the Apple iPhone. The new Matchcaps game will use the iPhone's Safari browser.

Developed by Imaginuity New Media, the game will follow the popular "match three" format. Unlike other games, the Dr Pepper game will not be affected by iPhone software updates, as it is accessed via the Safari browser.

Consumers will not be required to download the new Dr Pepper advergame--gamers can gain access by simply browsing drpepper.com or going directly to the game at drpepper.com/matchcaps.

Apple last week announced plans to distribute kits to third-party application developers in February. Dr Pepper plans to convert the game for download to the iPhone once the developer kit is made available in the spring.

Matchcaps is being promoted through the Dr Pepper Web site and via PR.

--Nina M. Lentini