Dunkin' Donuts, Hill Holliday & Discovery set out to integrate Dunkin' into Shark Week to increase awareness on-air, create engagement online and drive traffic in-store. The program expanded on a multi-platform sponsorship of Shark After Dark through interactive experiences, social media and a Shark Week-themed donut.
Dunkin' engaged fans in social through Take a Bite, Take a Pic, where customers shared a selfie taking a bite out of their favorite breakfast product. They tagged it with #DDSharkWeek for a chance to be featured on Shark After Dark and to win Dunkin'/Discovery goodies.
A first ever Xbox experience by a paid advertiser offered value, providing viewers with additional exclusive content and letting viewers interact with social content right on their primary screen. Viewers had access to interactive quizzes, real time viewer polls, and a stream of Take a Bite, Take a Pic photo content.
The overall campaign increased key persuasion metrics: a 20 point lift in brand favorability and a 22 point lift in visit intent for the 18-49 audience. Those who participated in the Dunkin' Donuts Shark Week partnership were also likely to complete other high value actions like visit a DD store (91%) or sign up for DD Perks Loyalty (88%).
This program successfully and seamlessly integrated TV, digital, social and in-store experiences to engage fans in a meaningful way.
It also pushed innovation boundaries by tapping into the Xbox platform, which was a first ever paid advertiser experience.
This 360 approach generated 3.3K submissions for Take a Bite, Take a Pic, approximately 61K fan engagements with Dunkin's Shark Week related content and over 2.3MM Facebook impressions.
Nearly 120K people engaged with the Xbox experience, spending an average of 13 minutes with the brand, while over 18K people opted in for more information on the DD Perks program.
In addition, based on the increase in key persuasion metrics, it's clear that this program reached our audience in a meaningful way.