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CASE STUDY
DUNKIN' DONUTS/HILL HOLIDAY
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About Dunkin' Donuts
Dunkin' Donuts is the
largest coffee and baked goods chain in the world providing its customers with high
quality coffee, bagels, donuts and other baked goods since 1950.
America Runs on Dunkin' Online Campaign Challenge
Hill Holliday, a full capability, multi-city communications agency, needed to create
online content that promoted Dunkin' Donuts summer beverages in different markets,
and in instances, with different offerings. The solution needed to ladder up the
Brand Platform that Hill Holliday had established for Dunkin' Donuts: "America Runs
On Dunkin'". Thus the challenge - How can the Internet be used to literally keep
America Running during the day?
The Solution.
The overall solution was a boilerplate Web Site that incorporated store-traffic-driving
functionality including a store locator, a printable Dunkin' Run Order Form and
a doorhanger. In addition, the site included the campaign TV Commercial and an addictive
Dunkin' Drop casual game.
The Dunkin' Drop game was created in conjunction with Arkadium, a casual game developer.
In this simple, Flash-based game, players click on matches of two or more Dunkin'
Donuts symbols in order to remove them. Images that map back to visual elements
in the campaign fall from the top of the screen at predefined intervals, allowing
players a bit of breathing room before the next batch falls. The game has been played
over and over and is quite addictive.
The Results.
In its first three months the site generated 103,753 unique visitors and 200,966
page views. The Dunkin' Drop is the second most frequently viewed page after the
homepage and the average visitor spends 93 seconds on the site. 11% of visitors
have bookmarked the game.
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920 Broadway, 2nd Floor
New York, NY 10010 |
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T 212.337.3701
F 212.337.3741 |
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