Dunkin’ Donuts and Waze worked in tandem to develop a first-to-market, deep-linking solution that connects an advertiser’s location on Waze to the their own in-app ordering system. Brands can now prompt users to “Order Ahead” via the new CTA button on the Location Preview Page before they start their drive.

To promote the integration to users, Waze pinned participating DD locations, delivered Zero-speed Takeovers to drivers whose routes passed through participating store location radiuses, and accessed users’ in-app searches for “Dunkin’” or “coffee.” Dunkin’ Donuts’ ad creative asked users to save a how-to video to their Waze Inbox to watch once they completed their drive. Additional DD media encouraged user engagement via a “Remind Me” call-to-action, which sent an informative inbox message about the feature to each Wazer along with a follow-up push notification for those opted in.

Dunkin’ Donuts’ On The Go Mobile Ordering ads have performed 300% better than the standard ads proving the value of integrated brand experiences in the native environment.

The ordering functionality has generated over 88,000 orders to date with an at average order value higher basket size than what traditional mobile media drives. This demonstrates that we are providing a significant value of convenience for our loyal consumers who are using the ordering functionality on average 2.6x a week, helping drive net new customers and by doing so generated higher purchase value overall.

MARKET IMPACT

DD's Order Ahead campaign received 1.4B impressions in earned media, starting with an Associated Press exclusive.

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