Keep It Coolatta II: Flavor Boogaloo was the sequel to Keep It Coolatta, a 2009 Facebook campaign for Dunkin' Donuts which evolved into the much-copied "Fan of the Week". Our clients' goal for the 2010 campaign was to drive awareness of the Coolatta product and flavors, as well as educate consumers about the ability to mix two flavors together to create their own custom mix.
Crowd-Sourced Ultimate Summer Play List
A crowd-sourced music mix was built from people submitting songs through Facebook and rich media banners that they associated with a Coolatta flavor (eg. Ice Ice Baby reminds me of Vanilla Bean.) The idea of "custom mix" and a mid-twenties target audience lead us straight to the music angle. We partnered with Pandora, and leveraged Facebook and paid media to build a cross-media campaign with tremendous scale. After a 4-week submission period, we released the mix as a DD branded Pandora station..
Sales Exceed Projections
In submission phase of the campaign, Song submissions (63% from Facebook and 37% from the online advertising) exceeded not only our expectations as well as the client's, but also that of Pandora (who had told us this was one of their most successful promotions to date). Once the station was created, nearly 50,000 people "added" the Pandora station, with more than half coming from mobile. The listening time totaled 13,733 hours, averaging 20 minutes per user in a heavily branded environment. The icing on the cake? Coolatta sales during this time period exceeded projections.
Awards & Recognition:
2010 MITX Finalist for Best Cross Media Campaign
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