Dunkin' - MACLYN

the challenge

Before America could run on Dunkin’, the Midwest market needed help to turn a Boston import into a hometown hero.

the solution

For over 20 years as a prolific Dunkin’ partner, we’ve perked up brand loyalty and kept excitement brewing in 53 markets all across the country.

With strong local engagement, sports partnerships, social media and brand activation, MACLYN’s grown our national territory’s presence from 100 locations to 650 (and counting).

SERVICES PROVIDED:

Content Creation
Graphic Design
Photography
Social Media Management
Influencer Marketing
Loyalty Programs
Videography
Post-Production
Screenwriting
Animation
Media Pitching
Media Monitoring
Event Planning

Brand Activation:

Getting the #GoGetters Going

MACLYN partnered with Chicago Bears legendary lineman Kyle Long to launch Dunkin’s Go2 menu: the menu for the #GoGetter. We intercepted on-the-go Chicagoans during the city’s rush-hour blitz, inviting them to snap a selfie with Long and share their #GoGetter goals.

Our media relations team spent the holiday season sleighin’ the game.

To promote the triumphant return of Peppermint Mocha flavored coffee, we got the festive fever brewin’. All the elves in the MACLYN workshop put together Yuletide publicity events all across the Midwest – including a merry media blitz with stars Jenny McCarthy and Drew Lachey. Proving the power of earned media, the iconic influencers rocked the radio and made magic on their local news stations.

MEDIA RELATIONS:

The Perks of Peppermint & PR

CELEBRITY ENDORSEMENT:

In the Huddle with Dunkin’ & Justin

We’re no NFL coaches, but we sure know how to work with the pros!

MACLYN facilitated a highly engaging, hype-filled partnership between Dunkin’ and Chicago Bears quarterback Justin Fields.

Our team led the huddle and called the shots at Justin’s massive photoshoots. We drew up high-scoring plays on his social media. Behind the scenes, in front of the camera, and all across billboards and screens, MACLYN stayed busy orchestrating an integrated marketing campaign.

We worked hard to make one thing clear: Justin Runs on Dunkin’.

Social-Platform Management& Content Curation:

Engaging Our
Caffeinated
Connoisseurs

MACLYN engages Dunkin’s Midwest markets and beyond with organic content, cool deals, snappy videos, irresistible contests, and more than a few sweet surprises. We’re even partnering with social influencers to get the next generation excited about Dunkin’.

Omnichannel Product Launch:

The Midwest Goes EspressOMG

$229,500 value

in impressions & engagements

We teamed-up with artists, media and social influencers to bring Dunkin’s hot new Espresso menu to the Midwest and beyond. The result? Marketing magic. (And magic-magic, too.) We made a buzz with local sports & media partners. We stirred-up our Millennial market with influencer-driven content. And we brewed-up a $229,500 value in impressions & engagements through live events, broadcasts, performance art, mobile engagement-installations and a real-life magician or two. It’s a big frothin’ deal.

National Gamified Promotion:

Sipping, Scratching
& Scoring

Game on! MACLYN creates all POP and OOH advertisements for super-sweet national promotion Sip, Scratch, Score!

MACLYN has proudly partnered with the Special Olympics and local law enforcement to organize & promote the annual “Cop on a Rooftop” event, which raises upwards of $750,000 each year for Special Olympics athletes. Because it’s not enough for a brand to do “well.” To win the hearts & minds of the community, you have to empower them to do good.

Altruistic Branding:

Raising the Roof for Special Olympics

We took Chicago’s temperature through a fun competition to boost sales for Dunkin’s delicious hot and iced espresso beverages. With the perfect blend of sports, celebrity and influencer partnerships, our campaign received over $410,639 value in impressions and engagements. No matter what side people picked, Dunkin’ won.

Product Awareness Campaign:

Getting Chicagoans
to Espresso their
Love for Dunkin’

SPORTS PARTNERSHIPS:

Upping Our Game

Bulls, Blackhawks and Bears – oh my! To connect with fans on and off the court, MACLYN forged partnerships between Dunkin’ and some of America’s most beloved sports teams:

not only our own hometown’s Chicago Bears, Chicago Blackhawks, Chicago Fire, and Chicago Bulls, but also the St. Louis Blues, Pittsburgh Penguins, Tampa Bay Lightning, Cincinnati Reds, and more stars of other markets.

Some of the best work for the bigtime are LED displays, digital ad suites, and other various stadium signage, in-store POP, emails, victory parade collateral, and of course, the iconic mid-game Dunkin’ Race promotions.

All Work

Dunkin’