Client

Dunkin' Donuts

Problem

How could Dunkin' enhance its partnership with Monday Night Football?

Executions

Digital, Social

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.

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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 the new video series “#DDFieldPass,” with hosts providing insider access to trending NFL topics.

  • 1.2 million views
  • 70,000 likes through the first month

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