We invented the Marathon Motivator, a “real” product Dunkin’ “found” in their “archives.” And made an 80s-style QVC infomercial and print campaign for the product (that served to continue the illusion that the marathon motivator was indeed created many years ago). The video was seeded and shared online across social media sites and online magazines/ newspapers. We recruited a runner to wear the thing during the London Marathon. All documented to continue to feed the story across social media.

1. The Marathon Motivator is a giant donut attached to thin pole that is secured to a cycle type helmet. The Dunkin’ Donut dangles in front of the runners face, almost within reach but never reachable. Propelling the runner forever onwards in pursuit of the scrumptious donut in front of them.

This ingenious piece of equipment was publicized and explained in an infomercial shot to appear as if the idea and the video content was all conceived in the 80’s…because it’s quite plausible that brands in the 80’s might do something like this…

Once seeded online across blogs, Facebook and other channels (a week before the event) we prepared our ‘Just Donut’ runner, kitting him out in the Marathon Motivator and letting him loose into the throng of 40,000 London Marathon runners, watched by over 800,000 spectators.

The video received 4800% higher engagement than Dunkin's typical posts. It got over £100k worth of earned media and worked to establish DD as a fun, playful brand that is in tune with British culture, driving relevance and engagement.