Janrain, which specializes in enterprise user engagement, announced today it has been retained by Dr Pepper Snapple Group to help the beverage company optimize the value of its customer database and social media initiatives.

DPSG has more than 50 brands, most of which regularly engage in sponsorships, competitions, social networking and other consumer activities. Most recently its 7UP brand worked with Marvel Studios on a multifaceted sponsorship program for Captain America: The First Avenger, which opens nationwide on July 22. Other entertainment sponsorships include Thor, The Celebrity Apprentice and The Amazing Race.

Janrain implemented its technology for third-party social sign-ins, enabling consumers to use an existing login from Facebook, Twitter, Google or many other networks. The company said this alone will boost DPSG’s success with consumer engagement, since 75 percent of consumers balk at having to register to interact with a website, according to the Social Identity study by Blue Research.

The Portland, Oregon, based company also revamped and verified the millions of records in DPSG’s legacy customer database, modernizing the system so that, unlike before, it now can capture and incorporate user profile and social data. Additionally, all of DPSG’s brands are integrated into the same database, making analysis and targeting more efficient and accurate.