Dunkin' Donuts MIB3 partnership includes mobile, Twitter promos

May 4, 2012

Dunkin' Donuts has partnered with Sony Pictures to launch a multifaceted promotion ahead of the Men In Black 3 movie release. The campaign includes a new coffee and donuts, a mobile app and a Twitter sweepstakes inspired by the film, which will hit theaters on May 25.

The announcement comes shortly after Dunkin' Donuts sister chain Baskin-Robbins also announced a MIB3 promotional campaign.

"We're thrilled to have the opportunity to work with Sony Pictures to celebrate the return of the Men In Black franchise and to continue to engage our guests in fun and unique ways," said John Costello, chief global marketing and innovation officer at parent company Dunkin' Brands. "To add to the excitement of this highly anticipated movie, we've developed innovative new menu items and a unique mobile experience that encompass the spirit and adventure of Men In Black 3."

New coffee, donuts

Dunkin' Donuts' new menu items inspired by MIB3 are available for a limited time at participating restaurants nationwide. They include:

  • Black Cocoa Creme Iced Coffee – a cool beverage that combines freshly brewed iced coffee with the taste of cookies and cream, served with a special pink and black straw.
  • Undercover Black Cocoa Donut – a star-shaped yeast donut filled with brownie batter butter creme and topped with chocolate icing and star sprinkles.
  • Chocolate Lunarmax Donut – a glazed chocolate cake donut with rich chocolate icing drizzle and star sprinkles.

As the exclusive quick-service restaurant partner for the theatrical release of Men In Black 3 in the U.S., with its sister brand Baskin-Robbins, Dunkin' Donuts has created a fully integrated marketing campaign with television, radio and online advertising, in-store point of purchase materials, digital, mobile and social media. The U.S. TV commercial includes a humorous spot that adapts themes and images from the movie.

Dunkin' MIB3 Capture

To extend the movie experience, beginning May 7, fans can download the new "Dunkin' MIB3 Capture" mobile application for free at the iTunes and Google Play online stores. With the "Dunkin' MIB3 Capture" app, the fully animated alien "Spikey Bulba" comes to life when played with on mobile touch-screen devices for the IOS and Android platforms.

The app allows fans to capture Spikey Bulba on their phone and interact with him, feed him Dunkin' Donuts' virtual Iced Coffee and donuts, and play games such as tic-tac-toe. The more fans play with Spikey, the more content becomes unlocked. The "Dunkin' MIB3 Capture" app also helps fans find the nearest Dunkin' Donuts restaurant and enables users to check in to Dunkin' Donuts restaurants via Foursquare.

Twitter sweepstakes

Finally, while Black Friday is usually associated with the holiday season in November, Dunkin' Donuts is celebrating six months early, bringing the "Black FriDDay" Twitter Sweepstakes to Dunkin' Donuts fans in May.

Between now and continuing every Friday in May, followers of @DunkinDonuts on Twitter will be challenged with a new trivia question each week related to Dunkin' Donuts and Men In Black 3. Winners who answer the trivia question correctly and use the special hashtag #BlackFriDDay will be selected at random each Friday to receive a $33 Dunkin' Donuts Card, along with special Men In Black 3 prizes from Sony Pictures.

Read more about marketing, branding and promotional efforts

Topics: Coffee/Bakery/Donut , Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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