Dunkin' Donuts has released a new $100 million integrated advertising campaign and is using social media to promote the new effort.
The “You Kin' do it,” campaign, created by Boston-based agency Hill Holliday, features new TV ads which have been posted on YouTube and are being promoted via Dunkin Donuts' Twitter page.
The new campaign, which is a takeoff on the existing “America runs on Dunkin” campaign, encourages consumers to take on everyday tasks despite hard times. For example, a woman with four children boasts her ability to make it to nap time, a heavily snowed in man boasts his ability to dig his way out of the driveway and an office worked buried under files asserts that she can finish all of her paper work. All of the characters are drinking Dunkin' Donuts' coffee.
The campaign, which broke today, features online, TV, print, outdoor and point-of-sale efforts.
“Prevailing over life's daily challenges deserves acknowledgment and appreciation, especially in difficult times,” said Frances Allen, brand marketing officer at Dunkin' Donuts in a statement. “'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget.”
Larson note: They are coming. Big companies, big money, big pushes, are coming deeper into the realm of Social Networking. Twitter is only a part of the campaign but if it goes well on the SM site with the twits there well me more not just from Dunkin but from other “large companies. Figure this channel out for your marketing so you know how it works before the big guys come on board and squeeze you out with sheer force of size. Heck look at what Motorola is dong with blogs now.
Howard Larson
Larson & Associates
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*Source: Dianna Dilworth, Haymarket
Friday, January 16, 2009
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