Category: Best Use of Branded Content & Sponsorship
Advertiser: DUNKIN' DONUTS
Product/Service: DUNKIN' DONUTS
Agency: HILL HOLLIDAY
Agency: ELECTRONIC ARTS
Chief Creative Officer: Lance Jensen (HHCC)
Co-Media Director: Adam Cahill (HHCC)
Co-Media Director: Cindy Stockwell (HHCC)
Group Creative Director - Art: Chris D'Amico (HHCC)
Group Creative Director - Copy: Joe Berkeley (HHCC)
Group Account Director: Brent Feldman (HHCC)
Senior Vice President/Account Director: Steve Briggs (HHCC)
Senior Vice President/Analytics: Phil Geyskens (HHCC)
Mobile/Gaming Platforms Manager: Johnny Won (HHCC)
Associate Media Director - Planning: Kelly Flaman (HHCC)
Associate Creative Director - Art: Matt Rockett (HHCC)
Associate Media Director - Digital: Jeff Zannella (HHCC)
Planning Director: Megan Averell (HHCC)
Senior Analyst: Alex Von Gerichten (HHCC)
Account Supervisor: Kristin Sheerin (HHCC)
Senior Copywriter: Justin Galvin (HHCC)
Media placement: Social Game - Facebook - 16 August 2011
Insights, Strategy & the Idea
Dunkin’ Donuts needed a way to grow Facebook fans, educate consumers about their diverse product offerings, and cultivate an affinity for their brand. Social gaming fit our needs since it naturally let users experience, engage and share content.
When we learned that the number one PC game franchise of all time, The Sims, was going social on Facebook, the largest social network in the world, we thought it would be an unique way to reach a large audience.
As our brand mantra declared, “America Runs on Dunkin’," we made “The Sims Run on Dunkin’." A global partnership allowed us direct access to game designers & developers to make the Dunkin’ Donuts experience come to life rather than simply serve impressions.
Creative Execution
We introduced coffee, iced coffee, donuts and breakfast items that were highly giftable and beneficial to use. Real products like a Big N’ Toasted Breakfast Sandwich or a Dunkin’ Iced Coffee were re-imagined within the art style of the game and endowed with energy points to make in-game consumption a positive experience similar to real life.
Items could be gifted to Facebook friends to help friends progress throughout their gameplay.
The newsletter, product-gifting menu, console banners and content for the Dunkin’ Donuts Facebook page encouraged Facebook 'likes'. Exclusive items that could only be found on the Dunkin’ Donuts Facebook page were strategically designed to increase user engagement.
When the majority of users had limited ability to secure a lawn chair, a Dunkin’ Donuts-branded lawn chair was strategically introduced so users could immediately acquire a highly sought after item courtesy of Dunkin’ Donuts.
Results and Effectiveness
Dunkin’ Donuts was at the ground floor for one of the fastest growing Facebook games of all time and served more than 3.6 billion impressions in less than six months. Dunkin’ Donuts acquired nearly 1 million new Facebook fans directly attributable to the game, and gifted more than 50 million virtual coffees, donuts, and breakfast products.
An independent Comscore research study showed that the numbers were firmly backed up with significant increases in brand familiarity, favourability, purchase intent, and recommendations. Perception that Dunkin’ Donuts offers “unique or different food or beverage options” increased by 50%.