The campaign was created entirely in the Sims Social and Sim City social games on Facebook. Real Dunkin' Donuts products were placed right into the game and every product could be gifted to other players on Facebook. We created game items that were exclusively released on the Dunkin' Donuts Facebook pages. A like of the page gained access to the item and alerted you when other items became available. Products also became gifts that were highly shared among players on Facebook and would help their Sims character or Sim City do more.

Dunkin' Donuts' partnership with Sims Social and SimCity Social added over 1.5 million new Facebook fans. Over 50 million Dunkin' products were given among Sims players and 3.6 billion impressions were served. Dunkin' Donuts in-game quests, gifts and exclusive items completely outperformed EA games benchmarks. We allowed players to engage with the brand in a relevant and memorable way that helped gameplay instead of interrupting it.