Dunkin’ Donuts partnered with Discovery Channel’s Shark Week to increase awareness on-air, create engagement online, drive traffic in-store, and encourage fans to sign up for the Dunkin’ Donuts loyalty program. The program expanded on a multi-platform sponsorship of “Shark After Dark” through a first-ever advertiser-branded interactive experience on Xbox that included companion viewing content, social media, and a Shark Week-themed donut.
Objective and Context:
Shark Week has been drawing audiences in droves since 1988 and has consistently engaged fans every summer, which is a difficult time of the year for reaching audiences via broadcast. Dunkin’ Donuts wanted to integrate its brand into Shark Week, capitalize on the consumer trend of interacting with broadcast content via a second screen, and stay true to its brand personality by engaging with fans in a fun, playful way.
The target audience consisted of 18- to 49- year-old Discover viewers. Research confirmed that this target was viewing broadcast content on their televisions and simultaneously interacting with that content and sharing it via a second screen. They were learning more about that content through search, or posting to social via smartphones or tablets.
With the Dunkin’ Donuts Shark Week campaign, the brand set out to increase awareness on-air, create engagement online, drive traffic in-store, and encourage fans to sign up for the Dunkin’ Donuts loyalty program. The program expanded on a multi-platform sponsorship of “Shark After Dark” through a first-ever advertiser branded interactive experience on Xbox, companion viewing content, social media, and a Shark Week-themed donut. The overall campaign budget was $1 million to $5 million.
Overall Campaign Execution:
Expanding a traditional broadcast buy beyond commercial spots was a priority, so Dunkin’ engaged fans in social through the “Take a Bite, Take a Pic” contest. For this activation, customers shared photos of themselves taking a bite out of their favorite breakfast product. Photos were tagged with the #DDSharkWeek hashtag for a chance to be featured on Shark After Dark and to win Dunkin’/Discovery goodies. This activation, while successful on its own, drove viewers to the second half of the program, an Xbox experience by Dunkin’. This experience offered value by providing viewers with additional exclusive content and allowed them to interact with that content right on their primary screens.
This was the first year that a campaign of this kind ran, and it saw 10 times more submissions than past promotions with Discovery. The campaign’s 360-degree approach generated 3,300 submissions for Take a Bite, Take a Pic; approximately 61,000 fan engagements with Dunkin’s Shark Week-related content; and over 2.3 million Facebook impressions. Other metrics included: