Dunkin' Donuts - "Dunkin’ Brands LeBron James International"

Publicis Sapient

Publicis Sapient Boston, Estados Unidos

14179

Marca: Dunkin' Donuts
País: Estados Unidos

Anunciante: Dunkin’ Brands International

Título	Dunkin’ Brands LeBron James International
Agencia	Publicis Sapient
Campaña	Dunkin’ Brands LeBron James International
Anunciante	Dunkin’ Brands International
Marca	Dunkin' Donuts
Fecha de primera difusión/publicación	2012 / 9
Lema	Be With The King
Sinopsis	In 2012 Dunkin’ Brands—comprised of Dunkin’ Donuts, known as America’s largest retailer of coffee-by-the-cup, and Baskin-Robbins, the world’s largest ice cream chain—announced a multi-year marketing partnership with NBA All-Star and two-time league MVP LeBron James. As a global icon, LeBron was signed on to be a brand ambassador, supporting the company’s continued growth of Dunkin' and Baskin in China and Taiwan. Dunkin’ Brands wanted a campaign exciting enough to spark interest, but simple enough to promote two brands, in two languages, in two countries—with zero paid media. SapientNitro answered the call with a cross-channel approach, built on a very simple idea: We invited Dunkin' and Baskin guests to get closer to LeBron than they could have ever imagined with a program called Be with the King. From conception through branding through execution, we brought the concept to life across multiple touch points, including point of purchase, mobile, apparel, print, and social channels. Here’s how it worked. In stores, people were invited to take photos next to a life-sized LeBron using a mobile app. Then they could upload the pictures to an ever-growing online mosaic where they could literally "Be With The King," along with thousands of other fans. Participants could also interact with the mosaic, find their image, and share it across their social networks. But it didn’t stop there. At the end, we surprised everyone with a digital copy of the completed mosaic to immortalize their moment with LeBron. To encourage engagement and drive store traffic throughout this initiative, we developed a host of initiatives: A social campaign across Weibo and Facebook served as the campaign hub for fans to stay on top of the latest “Be With The King” happenings. A microsite hosted the mosaic and included a sweepstakes where fans could sign up to win autographed LeBron prizes. T-shirts and posters were given away online. Store employees adorned those same t-shirts to spark interest among guests. This campaign launched the foundation for a multi-year, multi-channel partnership.
Medio	Interactivo
Duración	73 seconds
Director ejecutivo de creación	Barry Fiske
Director creativo adjunto	Larry Mintz
Responsable de conceptos / redactor	Natalie Jackvony
Responsable de conceptos / redactor	LiShan Ye
Diseñador	Jessi Tubero
Senior Art Director	Matteo Gulla
Director artístico	Brandon Osmond
Director de cuentas	Amy Snelling
Account Manager	Polo Sun
Responsable de cuentas de agencia	Kent Yang
Director de proyectos	Allie Charbonneau
Director de proyectos	Xiaolei Zhang
Director de proyectos	Nik Stankovic
Arquitecto de información	Qianru Zhang
Senior Interactive Developer	Joe Carpenito
Manager, Interactive Developer	Jon Grassis
Developer	Elvin Chen
Developer	Ivan Jiao