As NFL fans welcomed in a new season, Dunkin’ Donuts was continuing its successful partnership with ESPN’s Monday Night Countdown. We’d been innovative before with this sponsorship, creating the first branded Vine with #DunkinReplay in 2014; the program garnered attention, won a Clio and took home an Adweek Media Plan of the Year.
How could we enhance the 2015 partnership with #DDFieldPass and make it more creative and more innovative? In addition to on-air, digital and social marketing aimed at engaging football fans all season long, we tapped viral sensation BdotAdot5 to help create weekly “Excessive Celebrations” in the end zone.
Already famous for his popular social content and impersonations of NBA players, BdotAdot5 worked with us to create a series of #DDFieldPass videos demonstrating the fun side of football culture. BdotAdot5 episodes are distributed across Dunkin’ Donuts’ social channels and promoted during Monday Night Countdown, and via ESPN’s Snapchat Discover feature and ESPN.com. We also became the first marketer to leverage ESPN’s Periscope Channel, with ESPN NFL talent answering questions via the app in real time during Monday Night Football, and we launched a new video series, “#DDFieldPass,” with hosts providing insider access to trending NFL topics.
Creative Director Khari Streeter’s team had been following Bdot’s hilarious content all summer. “His ability to catch the attention of pro ballers with his style of comedy and athletic ability is unbeatable,” said Streeter. “With the ESPN #DDFieldPass opportunity, we saw Bdot as a natural fit to Dunkin’s upbeat and positive brand characteristics. A partnership between them seemed like an ideal vehicle to help keep some fun in the game. We approached him—and he was all about it.”
With more than 1.2 million views of BdotAdot5 videos on DD channels and 70,000 likes on his posts through the first month, we’re all about it too.
We’ve been working with Dunkin’ since the 20th Century. 1998, to be exact. Since then, we’ve been privileged to help them evolve from an iconic regional brand into the world’s leading coffee and baked goods chain with over 10,500 stores in 30 countries. All while creating memorable, award-winning work like our “America Runs On Dunkin’” platform that launched the brand’s nationwide expansion, successful apps like “Sims Social” and “Dunkin’ Run,” even campaigns featuring popular pro athletes in Dunkin’s local markets.
When Dunkin’ Donuts wanted to focus on promoting their summer beverage products to its fans, we had an idea. Partner with popular music app Spotify to celebrate two unmistakable signs of summer: deliciously refreshing Dunkin’ iced coffee and a smooth summertime soundtrack.
The DD Summer Soundtrack campaign kicked off with a five-city summer concert series featuring emerging artists at pop-up concerts in high-traffic public areas in Miami, Chicago, New York and Boston, and included custom and exclusive content from each of the shows available at www.DDSummerSoundtrack.com. To celebrate and amplify reach of this content to music and coffee lovers, Dunkin’ and Spotify distributed across social channels including Twitter, Vine, Instagram, YouTube, Facebook, and Snapchat using targeted native ads. The performances were also broadcast live via Periscope, and a branded DD app lived on connected TV’s to allow users to view the content on demand.
To make things even more unexpected and interesting, we worked with progressive hip-hop music artist Christylez Bacon to create percussion-based original music using Dunkin’ Donuts Iced coffee cups. Videos of Christylez’ custom music were distributed via social and digital channels and viewed within the Spotify experience.
You can read more about this unique program in Adweek.