60B Integrated Campaigns; Consumer Regional National
Dunkin’ - The Human Charger
Dunkin’ goes high tech to keep America running.
How do you create the energy of a product launch for an existing product? You relaunch it as the hottest new tech accessory. Introducing The Dunkin’ Human Charger, engineered to keep human operating systems running on the longest day of the year. The limited-edition offering came with a Dunkin’ Shot in the Dark espresso drink, reusable sipping device and user manual to help fans get a tasty recharge.
Watch The Summary
The Dunkin’ Human Charger
Tapping into a timely news hook, we opened an Apple-esque pop-up shop in New York City, where Dunkin’ lovers picked up their own Human Charger. Nationally, people turned to their Alexa devices for the first-ever voice-activated beverage sampling campaign.
The Human Charger Store
Social Media
Smart Home Device Sampling
First-ever voice activated beverage sampling program created a call-to-action for fans nationwide.
Results
In just one extra long day, we sampled thousands of products and generated nearly 300 million earned impressions.
232M
TOTAL IMPRESSIONS
In a single, extra-long day, from local to national media coverage
55M
SOCIAL IMPRESSIONS
Ensuring Dunkin’ Shot in the Dark was filling social feeds on the longest day of the year
20K
SHOT IN THE DARK CANS
Put in the hands of fans in just one day