| 标题 | Here We Go With Julian Edelman |
| 广告公司 | Publicis Sapient |
| 广告战役 | DDTyme |
| 广告主 | Dunkin’ Brands International |
| 品牌 | Dunkin' Donuts |
| 首次发布日期 | 2014 / 9 |
| 行业领域 | 餐馆与快餐 |
| 哲学 | Dunkin’ wanted to activate a coffee promotion with a celebrity athlete who could help build awareness and drive engagement. So we got Julian Edelman of the New England Patriots on board. But we decided to turn it into more than just a celebrity endorsement: We created DDTyme. A buzz generating event, social campaign, and video series. DDTyme was a concept that united Julian Edelman and the people of Boston with a common theme: Dunkin’. DDTyme was the unification of two great brands. It’s the “pick-me-up” you get from a delicious Dunkin’ Donuts Iced Coffee partnered with Julian Edelman and his unique, and off the wall, sense of humor. |
| 问题 | The main objective for DDTyme was to engage Dunkin’s coveted Millennial target by promoting and building awareness for Dunkin’ Iced Coffee. |
| 结果 | We created a three-phased engagement. First, we seeded the upcoming event across social to build excitement to drive people to come meet Julian Edelman on September 16. 2014. Part of this was asking people to submit outrageous “DD Dares” for Julian to complete on the day of the event. Next, we created a PR and buzz-generating event where we gave the people of Boston a Dunkin’ coffee break. In more ways than one: It started by Julian hitting the streets where he completed, and gave out, the DD Dares. For example, he challenged a group of people to create a touchdown dance in exchange for a Dunkin’ coffee. Julian also gave some lucky hardworking Bostonians a DD TymeOut, where he stepped in on the job, while the lucky participants got to take a break and enjoy a delicious Dunkin’ coffee. The day culminated at our set on the Rose Kennedy Greenway, in the middle of Boston, during which fans got to participate in :11 with #11. It was 11 seconds to ask #11 literally anything. Of course we filmed the entire day, which kept the engagement going for two weeks post-event. From the event footage, we made the DDTyme variety show, which included teaser films, full-length episodes, shorts, pics, and GIFs. It all lived in one place on our Tumblr page, DDtyme.com, where people could interact and share the content everywhere, across their social channels. There were 25 million unique users and 25.7 million impressions. The event was trending locally in Boston on Twitter and had widespread local and national news coverage. |
| 媒体类别 | Web Film |
| 长度 | |
| 更多信息 | www.DDtyme.com |
| 执行创意总监 | Barry Fiske |
| 联合创意总监 | Larry Mintz |
| 联合创意总监 | Matt McGowan |
| Senior Copywriter | Lynn Bossange |
| Senior Copywriter | Adam Cote |
| Senior Copywriter | Nick Nelson |
| 设计师 | Erik Lund |
| Social Strategist | Melanie Nayer |
| Video/Photography | Akshay Sarma |
| Video/Photography | Joe Heck |
| Video/Photography | Carson Lund |
| Video/Photography | Mike Basta |
| Group Account Director | Amy Snelling |
| Group Account Director | Michael Maione |
| 客户主管 | Matt Thompson |
| 项目经理 | Allie Charbonneau |
| 制片 | Silvia Kovatchev |
| 制片 | Ben Tischler |
| 剪辑师 | Joe Heck |
| 剪辑师 | Carson Lund |
| 软件开发人员 | Joe Morgan |
| 软件开发人员 | Matthew Slavin |
| 制作 | Nate Delong |
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