The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 7th Annual Shorty Awards

Dunkin’ Donuts Innovates Monday Night Football Social

Entered in Social Media Tool


For 16 consecutive weeks, Wayin helped Hill Holliday client Dunkin' Donuts launch five Twitter polling cards per week, allowing fans to vote on outcomes related to the Monday Night Football game on ESPN. Typically, 3-4 cards launched during the Monday broadcast, and then one more later in the week following each game. Using Wayin's social media intelligence platform, Dunkin' Donuts tracked participant voting and helped them develop a leaderboard showcasing Twitter handles who contributed the correct answer to card questions. Throughout the season, these leaderboards were shown on the SportsCenter website, in Dunkin' Donuts store locations and on a large display in Times Square. Wayin also supplied the ESPN staff with Twitter voting data and results for a "yes/no" question asked during show each week that was then displayed as a graphic, as well as on live TV. This campaign was successful because it positioned Dunkin' Donuts to seem like a Monday Night Football sponsor and engaged fans much greater than generic "Monday Night Football" tweets.


Entrant Company / Organization Name

Wayin, Hill Holliday and Dunkin' Donuts


Entry Credits