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Dunkin' Donuts
Dunkin' Donuts & The Sims Social

RAN IN: United States

CLIENT
Dunkin' Donuts

John Costello - Chief Global Mktg. & Innovation Officer
Scott Hudler - VP, Global Consumer Engagement
Nick Dunham - Director, Media
Ryan LaFleur - Brand Manager, Social & Digital Media

AGENCY
Hill Holliday *Lead Agency

Cindy Stockwell - EVP, Media Director
Joe Berkeley - SVP, Group Creative Director
Cameron Bruns - VP, Acct. Director
Chris D'Amico - SVP, Group Creative Director
Kristin deGaravilla - Acct. Supervisor
Jeff Zannella - VP, Assoc. Media Director


EA


SUMMARY

Find a way to differentiate Dunkin Donuts from competition who consistently outspends us. Our challenge was to grow an engaged fan base, allowing the brand to communicate with guests more efficiently while also keeping product offerings top of mind. Our exclusive global launch partnership with the Sims Social aligned the Dunkin Donuts brand with one of the fastest growing Facebook games ever, resulting in the acquisition of nearly 1 million new Facebook fans while simultaneously lifting Facebook fan engagement 125% and growing brand engagement KPIs 2-4x higher than norms.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, PR,Social Gaming

Audience: New audience, Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English