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Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 10th Annual Shorty Awards

Dunkin' Donuts Barstool Energy Punch

Entered in Food & Beverage

About this entry

How do you introduce Dunkin's newest product collaboration Energy Punch, Powered by Monster to create a groundswell and organic love for this new drink amongst millennial men. The answer, a unique and one of kind joint partnership with Barstool Sports and Twitch, the two most popular lifestyle platforms today amongst young men, ages 18-34.

Why does this entry deserve to win?

Introducing, Blog Doesn't Sleep and #VivaLaDunkin. Dunkin' literary took over Barstool Sports to help them power through July and live their best lives. The connective tissue for the program was #VivaLaDunkin which served as a way for fans and Stoolies to showcase how they were running on Dunkin' Energy Punch.

To seed the program and to build excitement we did a podcast blitz across the Barstool Podcast network educating the listener on Dunkin' Punch and teasing upcoming content in the week prior to the campaign kickoff. We then launched the partnership with El Prez himself, Dave Portnoy, who introduced the Barstool and Dunkin Donuts collaboration.

Throughout the month we integrated the product into new original video content that featured talent across the Barstool network showcasing how Dunkin' Energy Punch was fueling their content creation. The 4 larger events included bringing back the popular Barstool Combine with sports personality and expert, Todd McShay; a feature of a big summer corporate softball game with team Barstool; an inside look at the everyday workings of Barstool HQ in Stool Scenes; and an EPIC matchup of Twitch Gaming Talent versus Barstool Bloggers in a live-streamed 2 hour battle over the most popular old school video games.

Results

The campaign reached over 8.3 Million people while generating over 56.5M+ social impressions through organic participation. We had over 3,800 social posts that were mostly from consumers having gone into store and purchased the product. With 4M+ views of our videos, the completion rates for the videos were over 80% on average, which demonstrated that fans loved the content and were engaged throughout. Brand Results showcased a huge success with a 93% recall rate, but more importantly over 60% of respondents exposed to the Barstool Sports branded videos indicated they are more likely to purchase a Dunkin' Donuts product as a result of their content experience

Media

Video for Dunkin' Donuts Barstool Energy Punch

Produced by

Trilia Media/Hill Holliday, Dunkin' Donuts

Entry Credits