Dunkin' Donuts - "Here We Go With Julian Edelman "

Publicis Sapient

Publicis Sapient Boston, United States

11183

Marka: Dunkin' Donuts
Ülke: United States

Reklamcı: Dunkin’ Brands International

Başlık	Here We Go With Julian Edelman
Haftanın	Publicis Sapient
Kampanya	DDTyme
Reklamcı	Dunkin’ Brands International
Marka	Dunkin' Donuts
İlk Yayınlanma Tarihi	2014 / 9
Sektör	Restaurants & Fast Food
felsefe	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.
Sorun	The main objective for DDTyme was to engage Dunkin’s coveted Millennial target by promoting and building awareness for Dunkin’ Iced Coffee.
Sonuç	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.
Medya Türü	Web Film
Süre	16 seconds
Daha fazla bilgi	www.DDtyme.com
Yaratıcı Yönetmen	Barry Fiske
Yaratıcı Yönetmen Ortağı	Larry Mintz
Yaratıcı Yönetmen Ortağı	Matt McGowan
Senior Copywriter	Lynn Bossange
Senior Copywriter	Adam Cote
Senior Copywriter	Nick Nelson
Tasarımcı	Erik Lund
Social Strategist	Melanie Nayer
Video/Photography	Akshay Sarma
Video/Photography	Joe Heck
Video/Photography	Carson Lund
Video/Photography	Mike Basta
Group Account Director	Amy Snelling
Group Account Director	Michael Maione
Müşteri Süpervizörü	Matt Thompson
Proje Sorumlusu	Allie Charbonneau
Prodüktör	Silvia Kovatchev
Prodüktör	Ben Tischler
Editör	Joe Heck
Editör	Carson Lund
Uygulama Geliştirme	Joe Morgan
Uygulama Geliştirme	Matthew Slavin
Prodüksiyon	Nate Delong