How Dunkin’ Donuts Combined BASE Jumping And Local Marketing
For its #WTFast campaign with DigitasLBI, the brand took on-the-go ordering very literally.
Dunkin’ Donuts is continuing its quest to bridge national and local marketing: In its latest campaign with DigitasLBI, dubbed #WTFast, the brand promoted the launch of on-the-go in-app ordering by recruiting wingsuit BASE jumper Ellen Brennan to do the “world’s fastest Dunkin’ run.”
If you’re thinking “WTF” in another sense, you’re not alone. Here’s how the stunt worked: Wearing Dunkin’ colors and a custom-built wingsuit, Brennan jumped off Aiguille de Varan, a mountaintop 8,346 feet high above Chamonix, France. Flying at speeds of 115-120 MPH, and after 30 attempts, Brennan grabbed a Dunkin’ bag mid-flight from a specially-designed cliffside Dunkin’ storefront, built at an altitude of 5,315 feet.
The jump was filmed with multiple HD and 360 degree HD cameras so that people around the world could watch as Brennan grabbed her Dunkin’ goods on the go — literally. Meanwhile, Dunkin’ made an effort to help the #WTFast hashtag gain traction across social media.
“We’re thrilled to partner with Dunkin’ Donuts to [help] launch on-the-go ordering,” said Ronald NG, Chief Creative Officer at DigitasLBI. “And what better way than with the world’s fastest flying woman doing the world’s fastest Dunkin’ run?”
Act Global, Think Local
A special stunt broadcast on a global scale is bound to bring some buzz. But here’s the local tie-in: The “speed” element connects back to the proposed efficiency of Dunkin’s new in-app ordering, which allows DD Perks rewards members to order, pay, and skip the line at their local DD store — receiving their favorite menu items “at a whole new speed,” according to the brand. Meanwhile, the social chatter is designed to build awareness in user’s specific communities.
“On-the-Go Ordering represents one of Dunkin’ Donuts’ most exciting and important advances, and with today’s national launch we have achieved an entirely new level of speed and convenience we can offer our busy, on-the-go DD Perks members,” said Sherrill Kaplan, VP of Digital Marketing and Innovation, Dunkin’ Donuts U.S.
Or, as Dunkin’ Brands president John Costello put it in a keynote earlier this year, consumers have loyalty to their local Dunkin’ Donuts — not to Dunkin’ as a global food services company. Strong brands have a clear point of differentiation and brand purpose both nationally and locally; this is the impetus behind the creation of DD’s personalized Perks Rewards loyalty program and now the latest in-app ordering initiative.
“Local today is both ‘geography’ and ‘individual,’” Costello said. “It’s all about [new, creative] ways of getting the right message to the right consumer on the right device.”