For the 4th year of their partnership with ESPN Monday Night Football, Dunkin' Donuts decided to inject some fun back into football by creating a series of touchdown celebrations that would be deemed "excessive" by the NFL. With the help of YouTube comedian BdotAdot5, a new celebration aired every Monday night on ESPN and across Dunkin' social channels.
For the 2015 DDFieldpass campaign our strategy was simple, leverage ESPN's platform and assets offered to us to connect with fans in a fun and authentic way during Monday Night Football. Simply put we were tasked with injecting fun into football, which to us meant excessive touchdown celebrations. To implement this strategy we searched for someone from the sports influencer world who is seen as authentic, and could embody not only the spirit of the brand but our strategy in a way that would resonate with audiences. Which led us to BdotAdot5 –a youtube comedian who used athlete impersonations to launch him into stardom– as the person to show what excessive celebrations was all about. For 17 weeks audiences received original celebration content from BdotAdot5 across a multitude of platforms from broadcast, snapchat, and periscope, to tumblr, instagram, twitter, and facebook.
So, how did fans react to the celebrations? They loved them! There have been more than 6 million video views, 15,000 Periscope viewers, 7.5 million Snapchat discover views, 22 million video impressions, 350,000 engagements on BdotAdot5 posts, and numerous articles written about the campaign. The 2015 season has been a memorable one, and DD entered the social conversation around football in a unique way. It's cause for an excessive celebration.