Brief:
- Dunkin' is challenging Instagram users to design their own sweaters as part of its national "Talkin' Hockey with Pasta and Kendall" campaign debuting as the National Hockey League prepares for All-Star Weekend starting on Jan. 25. The promotion for Dunkin' cold brew coffee includes a series of TV spots starring Boston Bruins player David "Pasta" Pastrňák and Kendall Coyne Schofield, captain of the U.S. National Women's Hockey Team, per an announcement.
- Customers can win a branded cold brew cup sweater like one that Pastrňák holds in one of the "Talkin' Hockey" spots. To enter, fans first must take a screenshot of a blank sweater shown in the restaurant chain's Instagram Story. They can virtually design their own sweater using a link in the Story before submitting a screen grab of their creation. Agency BBDO New York developed the integrated campaign.
- Dunkin' also will unveil its "Where There's Hockey, There's Dunkin'" tagline at the 2020 Honda NHL All-Star Game in St. Louis, which will include an on-site "Dunkin' Fan Cafe." The pop-up cafe will have air and bubble hockey games, customized doughnuts and free samples of coffee, hot chocolate and food.
Insight:
Dunkin's Instagram challenge aims to engage hockey fans as the brand launches a multichannel campaign as part of weekend festivities surrounding the NHL's All-Star Game, which NBC Sports will broadcast at 8 p.m. ET on Saturday. Social media challenges typically help to reach younger audiences who are less likely to watch linear TV, while urging them to participate in a branded experience they can share with friends and followers. Social sharing extends the reach of campaigns beyond experiential activations with the possibility of going viral.
Dunkin's beverages have been a bright spot for the company, which is undergoing a large-scale rebranding effort and reformatting of stores to emphasize convenience with mobile ordering and drive-thru service, in addition to a healthier menu. Dunkin' this month showcased its vegetarian-friendly selections in a campaign for its Beyond Sausage Sandwich, which has a plant-based meat substitute from Beyond Meat. Rap star Snoop Dogg, who is an investor in Beyond Meat and serves as brand ambassador, appears in the multichannel campaign.
Past Instagram efforts by Dunkin' include adding polling stickers to Stories ads, letting users engage with interactive content in the image-sharing app. Instagram has become a key mobile marketing platform among a variety of brands worldwide. Among the more recent campaigns, Uber Eats India last month created an augmented reality game for Instagram Stories that urged greater interactivity for on-the-go brand fans. Chipotle Mexican Grill gave away food to Instagram users who were quick enough to respond to short-lived offers posted to its account.
