Dunkin' Donuts: #DunkinReplay

This case study describes how the US QSR brand, Dunkin' Donuts created an innovative, first-to-market idea that leveraged consumers' multiscreening behaviour of watching TV with mobile device in hand.

Dunkin' Donuts: #DunkinReplay

Campaign details

Advertiser: Dunkin' DonutsAgency: Hill HollidayCategory: Cross Media Integration Region: North America

Strategy

The overall challenge was mainly a highly competitive marketplace with two forces at work. First, more brands were entering breakfast and coffee, a rare and lucrative opportunity for growth in the QSR category; fighting for share through increased advertising spend, new product offerings and aggressive pricing wars. Primary competitors like McDonald's and Starbucks were increasingly focusing on competing against Dunkin' Donuts in our primary daypart, while secondary competitors like Burger King, Wendy's, and convenience store brands...

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