How could Dunkin' promote its summer beverages in a unique and memorable way?
Digital, Experiential, OOH, Radio, Social
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 TVs 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 his custom music were distributed via social and digital channels and viewed within the Spotify experience.