Bring Back The Donut Love

In 2009 and 2010, the crowd-sourcing contest inspired DD's fans to create their own custom donut and submit it for a chance to win $12,000 and have it sold in 6,300+ U.S. restaurants. The variety of creative possibilities (including shape, dough, filling, frosting and toppings) allowed for over 950,000 possible unique creations.

Create A Fun Experience

As ACD/creative lead and copywriter for the project in both 2009 and 2010, I worked with various client stakeholders to make sure the creative vision would satisfy their needs, from our illustrator's depiction of the ingredients to the way in which the UX was designed. In 2010, we leveraged much of the site built the prior year, but gave it a facelift to tie into Dunkin's 60th birthday. We also added in functionality, such as the ability to save donuts to one's own personal "My Donuts" section.

Results Say It All

In 2009, the project was "too successful" with participation exceeding projections by 2200%! In 2010, the contest had a 12% year-over-year increases in unique visitors who entered the contest, 27% increase in unique visitors who created a donut, and a 9% increase in consumer votes and a 120% increase of Dunkin' Perks Rewards email opt-ins, without any media spend. Engagement with the donut creator continues year-round, with millions of donuts created by fans both in and outside of the promotional periods. See it live and make your own.

Awards & Recognition:

2010 MITX Finalist: Social Media Strategies & Consumer Goods | 2010 Hatch Awards: Social Media, Websites | 2009 MITX Best Cross Media Award | 2009 Adobe Site of the Day

Click on the image below to view the gallery.

TO NAVIGATE: use the arrow below the image or your left and right arrow keys to navigate through the ads.