“Engaging with ESPN programs like Monday Night Football and Field Pass lets us put a national overlay onto very effective local marketing which not only builds our brand, but helps us drive sales.”
Dunkin' Donuts Objective
Own the Conversation
Maximize reach and put Dunkin' Donuts at the center of the NFL conversation on-air and within social channels
Mass Reach and
Create an ownership position within ESPN Monday Night Football to provide maximum fan reach by igniting and owning the NFL conversation on and off the field
“I think innovation is more important than ever before so we're always looking for ways to leverage the multiscreen approach.”
Dunkin' Donuts Field Pass
The "Dunkin' Donuts Field Pass" whiparound segment got fans talking in real-time about the upcoming Monday Night Football matchup. The Monday Night Countdown crew asked audiences a question about the upcoming game on-air and on the mobile homepages. Fans were asked to tweet their answers using #DDFieldPass with the best ones making it on-air and winning a $25 Dunkin' Donuts gift card.
Dunkin' Donuts Vine Videos
Dunkin' Donuts created custom Vine videos using ESPN's picks of the best NFL "Play of the Game" in-season and the “Most Memorable Plays in History” during the postseason. The Vine videos served as on-air billboards with #DunkinReplay Vine hashtag; an innovative first which featured ESPN marks on the coffee cups within the videos. A landing page on ESPN.com housed all the Vine videos to provide fans with an additional opportunity to engage and interact with them.
“We had strong sales; our new products were very effective. But we also had very strong downloads of our mobile app and we think the multiplatform efforts that we partnered with ESPN with were a real factor in that.”