Unfreeze It

A social experience that melds digital with the real world to create awareness and excitement around a new product for Dunkin' Donuts.

Tasked with creating a social concept that would create excitement and awareness around this new product, I came up with a concept that tied social and digital to the real world in a unique way. 
The idea: Shoot a real block of ice with a Mountain Dew Coolatta frozen in it with a ice blaster water gun. Free the cup and you win!
Fans would go to Facebook choose their idea shots and register for their chance to shoot the ice blaster. And return to watch their shots in real time through streaming video on the Facebook Tab.
We built everything from the ground up. The ice and gun were set up in a warehouse and monitored. An in-store standee, emails and social were used to promote the contest. 
Starting at 11am, we'd livestream the gun shooting people's shots, and show their turn number. 
+ 2011 MITX Finalist
+ 2011 Hatch Merit
+ 2011 OMMA Award Finalist
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