Dunkin' Donuts - "Holy Smokes with Julian Edelman "

Publicis Sapient

Publicis Sapient Boston, Vereinigte Staaten von Amerika

9318

Marke: Dunkin' Donuts
Länder: Vereinigte Staaten von Amerika

Werbende: Dunkin’ Brands International

Titel	Holy Smokes with Julian Edelman
Agentur	Publicis Sapient
Kampagne	DDTyme
Werbende	Dunkin’ Brands International
Marke	Dunkin' Donuts
Datum der ersten Ausstrahlung/Veröffentlichung	2014 / 9
Geschäftsbereich	Gastätte & Schnellgaststätte
Philosophie	Dunkin’ wanted to activate a coffee promotion with a celebrity athlete who could help build awareness and drive engagement. So we got Julian Edelman of the New England Patriots on board. But we decided to turn it into more than just a celebrity endorsement: We created DDTyme. A buzz generating event, social campaign, and video series. DDTyme was a concept that united Julian Edelman and the people of Boston with a common theme: Dunkin’. DDTyme was the unification of two great brands. It’s the “pick-me-up” you get from a delicious Dunkin’ Donuts Iced Coffee partnered with Julian Edelman and his unique, and off the wall, sense of humor
Problem	The main objective for DDTyme was to engage Dunkin’s coveted Millennial target by promoting and building awareness for Dunkin’ Iced Coffee.
Ergebnis	We created a three-phased engagement. First, we seeded the upcoming event across social to build excitement to drive people to come meet Julian Edelman on September 16. 2014. Part of this was asking people to submit outrageous “DD Dares” for Julian to complete on the day of the event. Next, we created a PR and buzz-generating event where we gave the people of Boston a Dunkin’ coffee break. In more ways than one: It started by Julian hitting the streets where he completed, and gave out, the DD Dares. For example, he challenged a group of people to create a touchdown dance in exchange for a Dunkin’ coffee. Julian also gave some lucky hardworking Bostonians a DD TymeOut, where he stepped in on the job, while the lucky participants got to take a break and enjoy a delicious Dunkin’ coffee. The day culminated at our set on the Rose Kennedy Greenway, in the middle of Boston, during which fans got to participate in :11 with #11. It was 11 seconds to ask #11 literally anything. Of course we filmed the entire day, which kept the engagement going for two weeks post-event. From the event footage, we made the DDTyme variety show, which included teaser films, full-length episodes, shorts, pics, and GIFs. It all lived in one place on our Tumblr page, DDtyme.com, where people could interact and share the content everywhere, across their social channels. There were 25 million unique users and 25.7 million impressions. The event was trending locally in Boston on Twitter and had widespread local and national news coverage.
Medientyp	Internet-Film
Länge	17 seconds
Executive Creative Director	Barry Fiske
Produzent	Silvia Kovatchev
Senior Copywriter	Adam Cote
Software Entwickler	Joe Morgan
Produzent	Ben Tischler
Stellvertretender Creative Director	Matt McGowan
Stellvertretender Creative Director	Larry Mintz
Group Account Director	Amy Snelling
Projektmanager	Allie Charbonneau
Senior Copywriter	Lynn Bossange
Designer	Erik Lund
Senior Copywriter	Nick Nelson
Software Entwickler	Matthew Slavin
Social Strategist	Melanie Nayer
Cutter	Joe Heck
Video/Photography	Joe Heck
Group Account Director	Michael Maione
Video/Photography	Akshay Sarma
Cutter	Carson Lund
Video/Photography	Carson Lund
Video/Photography	Mike Basta
Account Supervisor	Matt Thompson
Produktion	Nate Delong