Dunkin' Donuts taps into Boston's love of sports to attract new fans

After being named Dunkin' Donuts AOR in October 2010, RF|Binder launched a three-part effort rooted in Boston, the company's hometown.

Client: Dunkin' Donuts (Boston)
PR agency: RF|Binder (Boston)
Campaign: Caught Cold
Duration: October 2010-ongoing
Budget: $50,000-$75,000

After being named Dunkin' Donuts AOR for the Boston market in October 2010, RF|Binder launched a three-part effort targeting the city, the company's hometown.

Strategy
Dunkin' Donuts and RF|Binder wanted to keep iced coffee at the forefront of the campaign while rewarding Bostonians for being loyal customers.

Tactics
"Many guests are huge sports fans," says Meg DiMascio, field marketing manager of Dunkin' Donuts Boston. "A partnership with sports is a natural fit for us."

Between October 2010 and April 2011, RF|Binder worked with Dunkin' Donuts to give away tickets to various local sports events. In April and May, hometown heroes such as Dustin Pedroia of the Red Sox and former Bruins stars Cam Neely and Ray Bourque appeared at events to give away tickets.

Dunkin' Donuts also wanted to utilize the buzz surrounding the Bruins' 2011 Stanley Cup title. RF|Binder organized "Title Town," an October 8 event at which attendees could win the chance to touch and pose with the four championship trophies from the city's major sports teams. For one week, 150 winners were chosen via radio and Twitter contests. Free samples of new Dunkin' Donuts products were available.

Results
"We've had a great year in iced coffee sales," explains DiMascio. "We attribute a lot of that to the PR buzz from Caught Cold."

During the effort, @DunkinBoston gained 300-plus followers. Dunkin' Donuts Boston market also saw an increase in iced coffee sales of more than 10% during the Caught Cold promotional period.

Future
"Giveaways are planned for the rest of the Bruins and Celtics seasons," says Stacy Pelletier, manager at RF|Binder. The campaign has expanded to offer movie and concert tickets.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.