Dunkin’ Donuts asked VLM Boston/Studiocom to develop an integrated, digital-led program to promote awareness of the collaboration in Marvel’s Captain America. The project involved partnership across our agency network, with our Dunkin’ Donuts clients, Dunkin’ agencies, and key personnel at Marvel Studios.
Going to Marvel’s headquarters in NYC to read the script was a career highlight! After the read, and digging into Captain America lore, I developed “Unlock the Lab” which was a multi-faceted program that promoted the film, the limited-edition Captain American Cherry Coolatta, and donuts, and collector’s cup. The program brought together the tagline “America Runs on Dunkin’” and the idea of becoming a hero in the lab with Project Rebirth. Knowing that Marvel fans are die-hard, we had to ensure we got all aspects right and helped build on the passions to accentuate the product collaboration.
Instant win sweepstakes to win tickets to the premiere was wrapped in a digital experience filled with exclusive videos, downloads, trivia, and custom DD reloadable Cards. The promotion involved promotional emails, social media, homepage takeover on Yahoo!, online banner advertising, in-store signage, Dunkin’ website promotion, and more.
The campaign was highly successful, increasing purchases of products, custom DD Cards, and millions of entries into the sweepstakes.
Design Exploration for look and feel:
Promotional Email:
Online Advertising:
Promotion on the DunkinDonuts.com website:
