Dunkin' Donuts proved America really does run on Dunkin', as it served up coffee, comfort and cheer to runners and spectators at November's New York City Marathon. For the seventh year, Dunkin' served as an official, and highly visible, sponsor, setting up cheering hubs and "refuel" stations at Dunkin' Donut locations along the parade route.
Given November's chilly temperatures, the hats proved to be practical and stylish accessories. "It's a wonderful takeaway for those attending the event, and you see people during the winter months wearing the hats all throughout the New York tri-state area," she says.
Dunkin' Donuts considers the coffee and hats it distributes to be a significant part of the Marathon. "Our presence at the starting line with the complimentary coffee for runners and volunteers, as well as the fleece hats, drives brand awareness among a key audience," she says. The hats are exclusive to the New York City marathon and only available on race day.
Some race spectators were also able to receive free fleece caps to keep them warm on the sidelines at 14 Dunkin' "refuel" stations along the route, while supplies lasted. Team Dunkin, a running team consisting of several franchisees and employees, participated in the race for a seventh year. The team represented "everyday, hardworking people doing something extraordinary," Chavenet says.
Dunkin' also set up a station where tens of thousands of fans could create special signs to cheer on runners as they crossed into Manhattan. In addition, they partnered with the New York Mets to bring their brand mascots to this location to join in the festivities. A long line of fans waited to have pictures taken with the mascots. It was a fun way to engage with guests as they created signs for family and friends. "I can't think of a more appropriate slogan for the New York City Marathon than 'America Runs on Dunkin'," says Chavenet. "Dunkin' coffee and baked goods keep our guests running every day, and the Marathon is the premier running event in the United States."
Earth Day is April 22, which begs the question: Do you have what’s needed to field an eco-friendly marketing effort? Here are eight ideas to help you develop your company’s environmental awareness into an effective Earth Day marketing campaign.
Marriott Hotels recently hosted an interactive cocktail party to celebrate their global marketing campaign, Travel Brilliantly.
The party was designed to reflect the Travel Brilliantly manifesto, where map patterns were placed on a variety of items including cocktail glasses, coasters, napkins, servers’ aprons and gift bags.
Marriott Hotels decided to use branded material to communicate its new verbal and visual identity, which was rolled out globally in July. To signal industry change, Marriott Hotels worked with their distributor partner to develop a new look featuring a series of maps and travel-inspired patterns.
The canvas gift tote bags for the San Francisco Travel Brilliantly launch were filled with a travel charger for mobile devices, a branded USB, press materials and photos. Other branded items produced for the campaign included on-property elements such as key cards, flags, "do not disturb" hangers and in-room directories.
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