Dive Brief:
- Dunkin' announced plans to host a one-day pop-up in Las Vegas, where couples can get married or renew vows in a Dunkin'-decorated chapel on Feb. 9, according to a news release.
- The first 100 couples that stop by Sure Thing, a wedding chapel by Flora Pop, will receive an exclusive doughnut bouquet. The chapel will feature Dunkin' decorations and an officiant with "Dunkin' pink hair" to preside over weddings and vow renewals.
- The pop-up is part of Dunkin's Valentine's Day effort, which also includes bringing back heart-shaped doughnuts and decking out classic frosted treats with special "bling sprinkles." The brand is launching a new cookie dough and brownie batter double filled doughnut, which it says is "perfect for sharing with your perfect pairing," as it has twice the filling of a normal doughnut.
Dive Insight:
Dunkin' is taking its Valentine's Day campaign beyond simple heart-shaped doughnuts and hoping to encourage lovebirds and the brand's biggest fans to say, "I do," with its pop-up wedding chapel in Las Vegas. The branded decorations, "blinged-out" doughnut bouquets and pink-haired officiant is likely to garner plenty of social media attention and help Dunkin's effort reach beyond those who are able to visit the one-day pop-up on Feb. 9.
The wedding chapel follows several other pop-ups by Dunkin', which recently completed its brand transformation that included dropping the "Donuts" portion from its name. For National Coffee Day in September, Dunkin' partnered with Unilever-brand Dove Hair on the Dove x Dunkin' Styling Café in New York City, which offered free coffee, mini-styling sessions using Dove Dry Shampoo and branded merchandise giveaways. Fans could also share their experiences with the popular meme "running on coffee and dry shampoo" on social media.
Pop-ups and other experiential events are becoming a go-to strategy for restaurant chains and fast-food brands. The in-person events allow consumers to interact with brands in real time and usually feature quirky branded visuals or interactive elements that encourage visitors to share content on social media, which extends the reach of the campaign to people beyond those physically present at the event. Younger demographics tend to find experiential events most appealing, and connecting with Gen Z audiences is essential for marketers to raise their brand profiles and stand out among competitors, especially as Gen Z is showing more interest in fast food than older age groups.
Dunkin' is far from alone in its quest to connect with consumers at wedding-themed pop-ups. Taco Bell offers wedding services at its flagship Las Vegas Cantina Restaurant and debuted a line of wedding attire and expanded chapel for its first anniversary. In July 2018, Taco Bell reported that more than 60 weddings had taken place at the chapel in its first year, suggesting that this type of activation resonates with fans of the brand.
