Dunkin’ wanted to break into the competitive Chicago market. But first, as a Boston import, they had to become a favorite of local coffee-and-donut devotees.
For more than 20 years, MACLYN has been a prolific partner with Dunkin’ to make this Boston brand a Chicago hometown hero. It’s been a sweet journey.
With strong local engagement, sports partnerships, social media and brand activation, MACLYN’s grown Dunkin’s Chicagoland presence from 100 locations to 650 (and counting).
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.
Social-Platform Management & Content Curation:
Engaging Our Caffeinated Connoisseurs
MACLYN engages Dunkin’s Chicago-area market 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
Chicago Gets Espresso-m-g
We teamed-up with artists, media and social influencers to bring Dunkin’s hot new Espresso Menu to Chicago. 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.
Rolling Out the Sampling Van
MACLYN engages Chicagoans on their own turf, deploying the Dunkin’ Sampling Van to local festivals and sporting events. It’s an on-the-go way to give locals a taste of their favorite Chicago brand.
National Gamified Promotion:
Sipping, Scratching & Scoring
Game on! MACLYN creates all POP and OOH advertisements for super-sweet national promotion Sip, Scratch, Score!
Product Awareness Campaign:
Getting Chicagoans to Espresso their Love for Dunkin’
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.
Upping Our Chicago Game
Bulls, Blackhawks and Bears – oh my! To connect with Chicagoans on and off the court, MACLYN forged partnerships between Dunkin’ and the city’s most beloved sports teams: the Chicago Bears, the Chicago Blackhawks, the Chicago Fire, and the Chicago Bulls.
Raising the Roof for Special Olympics
MACLYN has 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, in 2018, 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.