How do you create awareness of a product line through social media? By creating a personable espresso bean named Maurice.
Using a character to promote a product line, rather than the brand as a whole was an innovation for the brand. But, it was the right solution to create an engaging, fun way for Dunkin' Donuts fans to learn about DD's espresso line.
Maurice is a coffee bean with attitude, sharing humorous, tongue-in-cheek, "sage" advice in the form of DD latte "pick-me-ups". He was created as a fully portable widget which lived as an interactive application using OddCast technology on DunkinDonuts.com and the Dunkin’ Donuts Facebook brand page.
Results showed that when people engaged with the Maurice, they would listen to many of his pieces of advice, spending more than industry average playing with him. We also saw a majority of people came to the app through a shared/viral source. And most important of all, the client loved the end result too.
In fact, they liked it so much it lead to additional character development and explorations incorporating Maurice into other media, from TV to out of home.
Working with Cross-Functional Teams
Client Presentation & Management
Awards & Recognition:
+ 2010 MITX Winner: Social Influence Applications for Dunkin' Donuts Facebook Brand Page
+ 2010 MITX Finalist: Branded Content
+ 2010 Hatch Awards: Social Media
SCRIPT:A woman rushes through a crowded commuter station trying to catch her train. She pushes through passengers and plops down into a seat. She slides up against the window, and stares straight ahead. Maurice: The morning commute is not for the weary, my friend. Every day, like a mighty Mayan warrior you rise early for the challenge. You resist temptation to call in sick. You are consistent...and can be relied on to be there, strong and ready...to fix whatever problems lie ahead of you. The Woman looks out the window and smiles. Maurice: My sister of the cubical, you have a coffee in hand that will do you justice. One, that like you, can be relied upon to be ready, just the way you ordered it or they will fix it. Yes, America’s #1 coffee. A Dunkin’ Donuts Coffee! She takes a sip of her DD coffee. SUPER: AMERICA RUNS ON DUNKIN’ Maurice: I raise my coffee cup to you!
Storyboard - Doctor
SCRIPT:We see a man waking up and quickly going through his morning routine before he heads out to work. It’s still dark outside. Maurice (OS/VO): Greetings my friend. You are an early riser, no? Like that whole bird and worm thing. I see you there ready to greet the day. We see the man pull up to a hospital and get out in his scrubs. He’s carrying a DD coffee. Cut to man in hospital taking sip of his hot DD coffee. Maurice is in the foreground. Maurice: Rising before the rays of light hit the earth deserve something great like you. Not some reheated goop in a pump-your-self scenario, sitting in the corner. No, you deserve the best. The hot steam from your perfectly made Dunkin ‘Donuts coffee is like a morning siren’s call. Its aroma...it calls to me. Maurice turns to look at the man, starting to work. Maurice: No, you deserve the best from the coffee leaders. America’s #1 coffee. Dunkin’ Donuts coffee. SUPER: AMERICA RUNS ON DUNKIN’ Maurice: Keep on running my friend!
Storyboard - Carpenter
SCRIPT:A carpenter is working outside on a crisp Fall day. He’s focusing on the work at hand. Maurice (OS/VO): I see you are working hard like the busy bees...buzz buzzing around to get the job done. And yet, each cut is made to perfection. Your work is mighty like the great Egyptian pyramids rising to the sky. Camera pulls back to show Maurice next to carpenter. Maurice: You deserve refreshment worthy of your great work and made to perfection every time. Not like some convenience store coffee goop sitting in a thermos for hours that has not been loved. No, you deserve the best...freshly ground, freshly brewed from the coffee experts. America’s #1 coffee. A Dunkin’ Donuts Coffee. Cut to carpenter taking a break with cup of Hot Coffee in hand taking a sip. Maurice: No, you deserve the best from the coffee leaders. America’s #1 coffee. Dunkin’ Donuts coffee. SUPER: AMERICA RUNS ON DUNKIN’ Maurice (OS/VO): Work it, my friend. Work It.