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Dunkin' Donuts ends 2016 with a promotional 'bang'

December 6, 2016

New flavors, free coffee and a NHL sponsorship are all signs that Dunkin' Donuts fully intends to go out of 2016 with a marketing "bang." Aside from the bevy of new seasonal coffee flavors, the chain is also planning to give a lot of free coffee, Dec. 12-23, through its combined social media promotion and philanthropic initiative, the Brewing Joy campaign. 

According to a news release, nearly 30 US locations will offer 500 free medium coffees each to patrons on a select weekday between Dec. 12 and 23. Additionally, in each market where a location is serving free coffee, the brand will donate $1,000 to a local organization aligned with the Joy in Childhood Foundation's mission, focused on kids with hunger or health issues In total, the brand said it will donate $15,000 in December as part of the Brewing Joy program, which kicks off at two Chicago locations on Dec. 12.

The campaign is running at the same time as the #DDCoffeeJoySweepstakes photo and video sweepstakes, which began Monday and also continues through Dec. 23. In the promotion, fans post Instagram photos or videos to show how the brand's coffee plays a part in a weekly brand-designated holiday topic or activity. Week one is, "pretty lights,"  for examle.  Eeach week, five entrants will win a month of Dunkin' Donuts coffee, while one grand prize winner gets a year's worth of the beverage. All these holiday promotions align with two new seasonal promotions and a new flock of coffee flavors for the season, according to a news release. 

Dunkin' also has some take home promotions for this month, including a $19.99 deal on three pounds of its coffee and $15.99 deal for two boxes of  K-cup pods for a limited time. In stores, a number of coffee, latte, macchiato and donut flavors have been introduced, including creme brulee macchiatos and lattes, as well as peppermint mocha and salted caramel coffee. New donuts for the season include candy cane crunch and Boston kreme croissant donuts, all available through year's end.

Finally, the brand has signed a multi-year agreement with the National Hockey League making it the official U.S. coffee, donut and breakfast sandwich of the NHL. This first league partnership for Dunkin' Donuts launches during the 2017 Bridgestone NHL Winter Classic in St. Louis Jan. 2, according to a news release. As part  of the deal, Dunkin' Donuts will be included in advertising, LED Signage and jumbotron displays, as well as on-site activations at jewel events, while also having significant presence across NHL's broadcast and digital platforms in the U.S. 

The brand's multi-million dollar partnership with NBC Sports also includes in-game features, as well as advertising across broadcast, digital and social media channels. Likewise, New York Rangers captain Ryan McDonagh and Boston Bruins center David Backes join Dunkin' Donuts as national brand spokespersons. They will be featured in a series of advertisements with U.S. Women's Team Captain and star of the Boston Pride, Meghan Duggan.