News
Dunkin' Donuts enlists street artists to create Times Square billboard
June 10, 2010
Dunkin' Donuts has enlisted several renowned street artists to create a billboard in the heart of New York City's Times Square. Artists contributing to the effort include Robb Buono and his team of artists including UrbanMedium, TazRoc and Steven Lopez.
Buono developed his style on the streets of New York in the '80s and early '90s. He is renowned as the one to call for art direction in hip-hop music video production, and he has worked on hundreds of worldwide productions across the music, feature film and commercial industries. UrbanMedium and TazRoc have collaborated for the past seven years, most notably on design for the RockCorps Organization.
As a teaser during the finalization process for the design, Dunkin' Donuts used its billboard space for a stealth campaign that featured no brand identification or imagery, inviting people to visitwww.missionfresh.comto submit a guess as to who is behind it. One winner will be randomly selected from everyone who submitted a guess to receive $5,000 and an all-expense paid New York City theater weekend for two.
The website now features the art used for the Dunkin' Donuts billboard, as well as artist bios, and a behind-the-scenes video showing how the artists created the billboard. According to John Costello, chief global customer and marketing officer at Dunkin' Brands, the brand turned the billboard design over to local artists specifically to produce a visually captivating design that would appeal to the millions of people who pass through Times Square each month.
"The unveiling of our Times Square billboard gives the brand incredible visibility in one of the most recognizable locations in the world and reinforces Dunkin' Donuts' position as the nation's coffee leader," he said. "Using this prominent space to create one of the world's largest pieces of street art is yet one more way Dunkin' Donuts stands out from other brands."
Metro Traffic promo
In an unrelated campaign, Dunkin' Donuts has partnered with Metro Traffic, a leading provider of traffic information, to help travelers in 25 cities avoid sitting in traffic when they hit the roads this summer.
RushHourRunsOnDunkin.com will give visitors free access to live traffic camera views, mobile and e-mail traffic updates and driving directions via interactive traffic maps featuring real-time traffic conditions and Dunkin' Donuts locations. Visitors to the site may also enter for a chance to beat their city's traffic altogether with a ride in a helicopter over their city. Dunkin' Donuts is also sponsoring additional radio and mobile traffic reports in the participating cities.
Visitors of RushHourRunsOnDunkin.com will also have the opportunity to enter "The Outrun the Traffic Flyaway Giveaway," for their chance to outrun their city's traffic completely via helicopter. Entry restrictions and contest details for "The Outrun the Traffic Flyaway Giveaway" can be found at RushHourRunsOnDunkin.com. The contest ends Sept. 26.
RushHourRunsOnDunkin.com includes local traffic incidents, traffic camera views and driving directions for more than 25 U.S. cities. Users can sign up to receive free mobile traffic alerts for their custom commute sent to their cell phone or email. Local interactive traffic maps will also display the nearest Dunkin' Donuts locations. RushHourRunsOnDunkin.com will be promoted through Metro Traffic's radio and interactive traffic report sponsorships.
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