March 24, 2009
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You Kin’ Do It.
I once traveled all over Tokyo to find a Dunkin’ shop to find a pink Homer Simpson Donut…now I have a chance to create my own!
Dunkin’ Donuts is looking to create its next donut and has asked consumers to pitch in. The coffee chain has kicked off an online contest, dubbed “Create Dunkin’s Next Donut,” offering a $12,000 grand prize to the winner with the best creation.Participants can log onto Dunkindonuts.com/donut to design an original donut by selecting various flavors, toppings, fillings and shapes. A panel of judges will select finalists based on the donut’s ingredients, name, inspiration and marketability.
A winner will be announced on June 5, which is National Donut Day. In addition to the $12,000 grand prize, the winner will also have their donut sold at participating Dunkin’ Donut locations.
Dunkin’ Donuts’ marketing team collaborated with several advertising, marketing and communications partners to launch the contest. Ryan Partnership worked on the promotion component; Studiocom created the contest Web site and online advertising; and Hill Holliday created the point-of-purchase materials and placed the online media.
Earlier this year, Dunkin’ Donuts launched a new campaign called “You kin’ do it,” with the same familiar tagline: “America runs on Dunkin.’” The chain has pledged in excess of $100 million to promote its new motivational messaging.
