Our mission was to connect with football fans in a positive and authentic way, so we focused on an aspect of the game that all fans loved, touchdown celebrations.
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.
The campaign was well received by the press, and allowed Dunkin’ Donuts to enter the social conversation around football in a unique way.
likes through the first month