Dunkin' Donuts – SPEC WORK
Tonight Runs on Dunkin’ Campaign
Call me weird, but I drink coffee at night. So I created a campaign for Dunkin’ Donuts (yes, this was back before they ditched the “Donuts”) reminding weirdos like me that morning isn't the only time for a pick-me-up. Stores are open late, so your night also runs on Dunkin'.
OOH
*Headline and logo glow at night.
*Office within billboard remains lit throughout the night.
In-Store
Packaging
Limited edition glow-in-the-dark cups are offered to customers.
Franchise Activation
Dunkin' stores with late-night hours are outfitted with spotlights that shine the logo in the sky to show consumers that those locations are still open.
Uber Partnership
Dunkin' partners with Uber for "Pick Me Up with a Pick-Me-Up" campaign. Late night Uber riders are given the option to be picked up with their favorite Dunkin' order waiting for them in the car. Riders are prompted with an in-app notification that drives to the Dunkin' app. The rider chooses from the menu, submits their order, and the driver picks the order up on the way.
