Owning START meant securing the first communication of a consumer’s day – an experience that’s different for everyone. Our strategy of aligning DUNKIN' with not only the START of the consumer’s day but also of all activities throughout their routines (START of weekend, START of commute) aimed at capitalizing on those key times most likely to be fuelled by DUNKIN' products per the Beverage Segmentation research. Our media plan that leveraged a combination of TV (customized brand integration in 104 markets across the country), Radio (Rush Hour Runs On DUNKIN' – entitled multi-platform traffic partnership), DJ Endorsements, Digital Display (Pandora, Facebook), Mobile (partnerships with Weather Channel and Pandora), Digital OOH (elevator ads catching consumers at work), and Search (day parted to the morning and consumers ‘ waking up’ mindsets) created a surround-sound effect reminding consumers DUNKIN' is always there to help get them STARTED with tackling any aspect of their day.

This integrated campaign vastly over-delivered. In addition finishing the year 2010 with some of the strongest comp sales in the QSR industry, DUNKIN' DONUTS became #1 in customer Loyalty according to Brand Keys and earned the title 'Quick Service Restaurant leader in the hot regular/decaf/flavoured coffee and iced coffee categories, for the year ending December 2010,' according to The NPD Group / CREST®. The AM Facebook blocks drove total fans to 3.0MM+ with 71,000 new Perks registrations activated (DUNKIN's Rewards Program). 148,500 Facebook Fans were acquired via the Pandora program and search acquisition cost came in under $0.50 (goal $2.00)!