Industry News | May 7, 2012
Dunkin’ Debuts Themed Coffee, Donuts for "Men In Black 3"
The Galaxy now runs on Dunkin’, as Dunkin’ Donuts, in conjunction with Sony Pictures, brings the excitement of Men In Black 3 to Dunkin’ Donuts restaurants with new out of this world coffee and donuts, an innovative new mobile app, and a Twitter sweepstakes inspired by the new movie.
“We’re thrilled to have the opportunity to work with Sony Pictures to celebrate the return of the Men In Black franchise and to continue to engage our guests in fun and unique ways,” said John Costello, chief global marketing and innovation officer at Dunkin’ Brands. “To add to the excitement of this highly anticipated movie, we’ve developed innovative new menu items and a unique mobile experience that encompass the spirit and adventure of Men In Black 3.”
To keep cool as the temperatures across the galaxy heat up, Dunkin’ Donuts is offering guests new menu items inspired by Men In Black 3 available for a limited time at participating restaurants nationwide:
- Black Cocoa Creme Iced Coffee – a refreshing beverage that combines freshly brewed iced coffee with the taste of cookies and cream, served with a special pink and black straw.
- Undercover Black Cocoa Donut – a star shaped yeast donut filled with brownie batter butter crème and topped with chocolate icing and star sprinkles.
- Chocolate Lunarmax Donut – a glazed chocolate cake donut with rich chocolate icing drizzle and star sprinkles.
As the exclusive quick-service restaurant partner for the theatrical release of Men In Black 3 in the U.S., with its sister brand Baskin-Robbins, Dunkin’ Donuts has created a fully integrated marketing campaign with television, radio and online advertising, in-store point of purchase materials, digital, mobile and social media.
The U.S. TV commercial includes a humorous spot that adapts themes and images from the movie.
To extend the movie experience, beginning May 7, fans can download the new “Dunkin' MIB3 Capture” mobile application for free at the iTunes and Google Play online stores.
With the “Dunkin' MIB3 Capture” app, the lovable and fully animated alien Spikey Bulba comes to life when played with on mobile touch-screen devices for the IOS and Android platforms. The app allows fans to capture Spikey Bulbaon on their phone and interact with him, feed him Dunkin' Donuts virtual Iced Coffee and donuts, and even play games like tic-tac-toe. The more fans play with Spikey, the more content becomes unlocked.
The “Dunkin' MIB3 Capture” app also helps fans find the nearest Dunkin’ Donuts restaurant and enables users to check in to Dunkin’ Donuts restaurants via Foursquare.
Finally, while Black Friday is usually associated with the holiday season in November, Dunkin’ Donuts is celebrating six months early, bringing the “Black FriDDay” Twitter Sweepstakes to Dunkin’ Donuts fans in May.
Beginning on Friday, May 4, and continuing for the Fridays in May, followers of @DunkinDonuts on Twitter will be challenged with a new trivia question each week related to Dunkin’ Donuts and Men In Black 3. Winners who answer the trivia question correctly and use the special hashtag #BlackFriDDay will be selected at random each Friday to receive a $33 Dunkin’ Donuts Card, along with special Men In Black 3 prizes from Sony Pictures.
For official rules and additional information related to the “Black FriDDay” Twitter Sweepstakes, visit: http://www.dunkindonuts.com/content/dunkindonuts/en/promotions.html.
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