Chicago’s Windy City Smokeout festival is where music meets meat. And in 2025, it’s where Dunkin’ met thousands of fans through a perfectly brewed brand activation. Four days of live country acts, barbecue, sunshine, and summer vibes made for the ideal setting to serve up something cool, flavorful, and unforgettable. That’s where Maclyn came in.

We partnered with Dunkin’ to create a standout presence at one of Chicago’s most beloved summer festivals, transforming a simple iced coffee sampling into a bold, engaging brand experience. The finished product? An in-person activation that turned heads, refreshed guests, and reminded everyone that Dunkin’ knows how to bring the flavor and the fun.

We took the lead in planning and executing one of the most talked-about brand events this summer.

A Recipe for Festival Flavor

At Maclyn, great event marketing puts your brand’s best angles front and center. We don’t just sample products—we create experiential events that leave people talking long after the lights dim.

Dunkin’s Windy City Smokeout booth was designed to blend right in with the crowd while standing out in all the right ways. Our setup at the United Center featured a full-scale experience that reflected Dunkin’s playful summer personality.

Over four days (July 10–13), from 2 to 8 p.m. each day, we served up something for everyone: ice-cold samples of signature flavors, a refresher station with glitter and hair ties, an interactive digital game, and plenty of swag for festivalgoers to take home.

This wasn’t just sampling—it was storytelling. And every element of our activation was built to connect.

Pouring Up the Favorites

When you’re planning a food or beverage activation in the middle of July, you’ve got one job: keep it cool. Festivalgoers chilled out and enjoyed iced samples of three of Dunkin’s summer hits:

• Cookie Dough Iced Coffee
• Mint Chocolate Chip Iced Coffee
• Butter Pecan Iced Coffee

For traditionalists, we kept Original Blend on hand (by request). Whether it was their first sip or their favorite returning flavor, guests were thrilled to have Dunkin’ in the mix—and it showed.

Over 9,000 iced coffee samples were poured across the four days. And more than a few people came back for seconds (or thirds). That’s the power of a well-timed event activation.

Beyond the Coffee: Creating Immersive Brand Experiences

Sampling was just the beginning. What truly made this activation shine was the experience surrounding it.

Our refresher station became a destination within the event. Attendees cooled off with face mists, dabbed on Dunkin’-branded body glitter, and scooped up hair ties to beat the heat. These small, thoughtful touches made a big impact. They sparked smiles, encouraged selfies, and created real moments of connection between Dunkin’ and its audience.

Meanwhile, our custom-built digital game brought out everyone’s competitive streak and made it easy to engage without waiting in long lines. We believe the best interactive brand activations are those that feel organic, fun, and frictionless. That’s exactly what this game delivered.

Combined, these touchpoints formed a seamless and memorable journey for guests—and an activation that stood tall among the brisket, cowboy boots, and summer tunes.

Swag That Traveled Farther Than the Festival

You can tell a good activation by the trail it leaves behind. And at Smokeout, the trail was sprinkled with Dunkin’ bucket hats and bandanas.

Across four days, Maclyn helped distribute:

• 1,044 Dunkin’ bandanas
• 1,025 bucket hats
• 478 branded sunglasses
• 8,000 hot cards (each good for a Dunkin’ deal or freebie)

We chose each item strategically. Festival-friendly, fun, and fashion-forward, our swag didn’t just get grabbed—it got worn. Throughout the event, we spotted our gear in the crowd, on stage, and on social.

This approach is what makes our pop-up event ideas stick. We don’t just think about what’s cool—we consider what’s memorable, wearable, and Instagrammable.

Planning With Purpose: Maclyn’s Full-Service Approach

Pulling off a four-day activation at a major festival isn’t something you do on autopilot. It takes planning, precision, and a team that thrives on both. That’s where our experience as a seasoned event planning agency came in.

From the first creative brainstorm to the final pour, Maclyn handled every detail of this activation with care and confidence. That included:

• Experiential event planning to ensure every element—from sample stations to signage—served a purpose
• Staff training and coordination to maintain energy and consistency across four long days
• Inventory and logistics management for swag, samples, and branded materials
• Venue coordination with United Center and festival organizers
• Day-of execution and on-the-fly problem solving to keep everything smooth for guests and staff

This is what we do. And it’s why brands trust us when they need an event marketing agency that delivers more than just ideas—they need results.

Results Worth Raising a Cup To

At the end of the day (or in this case, four days), success wasn’t only measured by how many coffees we poured. It was measured by the smiles, the second visits, the swag seen walking across the festival grounds, and the brand buzz that followed.

We helped Dunkin’ serve over 9,000 iced coffee samples, engage thousands of guests through our game and refresh station, and send more than 10,000 branded items out into the world. Social engagement spiked, on-site feedback was overwhelmingly positive, and guests left feeling like they weren’t just at a booth—they were part of something fun.

These are the kind of results that happens when you pair bold flavor with smart event marketing strategy—and a creative team that knows how to bring it all to life.

Why Choose Maclyn for Your Brand Activation?

We get it—there are lots of agencies out there claiming to “do events.” But Maclyn is the event marketing agency near you (and far beyond) that doesn’t just plan—we activate.

Our work combines strategy, creativity, logistics, and heart. Whether you’re launching a new product, building brand love, or trying to stand out in a sea of booths and banners, Maclyn helps brands turn everyday attendees into active fans. From how to plan a brand activation to executing it on the ground, we guide you through the entire journey.

That’s why clients like Dunkin’ trust us with their biggest moments.

We Can Brew It: Hire Us for Your Next Big Thing

Windy City Smokeout was a hit—and the secret ingredient went beyond iced coffee. Our work with Dunkin’ was a partnership built on trust, experience, and a shared vision for Dunkin’s brand presence at festivals.

If you’re looking for a partner to bring your next event to life with bold ideas, flawless execution, and real results, you’re in the right place.

Maclyn is your go-to team for:

• Event planning
• Brand activations at events
• Interactive brand activations
• Pop-up event ideas
• Experiential event planning
• And everything in between

When you’re ready to make some marketing magic, contact us. We’re here to help make your next activation legendary.