America's Favorite Pasttime and Coffee

Dunkin' Donuts had a partnership with 2K8 MLB and wanted to launch a campaign that tied into the release of their "Bases Loaded" game. A summer promotion based on codes on cold cups in-store, it leveraged America's favorite sport, and two of the top pitchers in 2008--Jonathon Papelbon of the Boston Red Sox and Joba Chamberlain of the NY Yankees.

Making It More Sticky

Customers would purchase a cold cup with a code which they would take to the Bases Loaded microsite we created. From there, they participated in an instant win game where they could select the pitcher they wanted to play against (Papelbon or Chamberain), which provided a good low-level engagement. Our challenge was to give people a reason to return, and plus up the overall experience. We incorporated video throughout with customized messages based on play. Additionally, we came up with the idea of a viritual locker room that provided engagements beyond the instant win and encouraged repeat plays for virtual awards and prizing which included Video baseball cards of the Joba and Papelbon giving pointers on pitching, puzzles, Dunkin' Donuts mouse cursors, virtual bobbleheads of Pap and Joba, wallpapers, and more. From scripts to full experience concepts, it was a goal to bring out the personalities of our stars as well as get fans access to exciting and exclusive content.

A Home Run

The program was deemed a success by the clients with hundreds of thousands of game plays and tens of thousnads who unlocked high-level prizes from the locker room. The promtion set the bar for many other proejcts for Dunkin'.

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