Maurice was a solution to create a exciting and fun way for Dunkin' Donuts to engage their fans about their espresso line.uding shape, dough, filling, frosting and toppings) allowed for over 950,000 possible unique creations.
An Engaging Bean
He's a bean with attitude that dispenses humorous and sage advice in the form of DD latte "pick-me-ups" which lives in an interactive application on DunkinDonuts.com and the Dunkin' Donuts Facebook brand page--and as a fully portable widget users can post on social networks, blogs, and elsewhere on the Internet. He is an innovation for the brand using a character to promote a product line, rather than the brand as a whole.
As ACD/creative lead and copywriter for the project, I worked with the CD to sell in the project, oversaw the creative team, wrote the scripts for what Maurice would say, and worked with the voice talent.
LOL Check Out The Bean
User engagement with Maurice is very high once users start to engage with him, with multiple streams per session. The sharing rate was well over the 10% expectation from the client. In fact, a significant percentage of sessions came from a shared/viral source.
Awards & Recognition:
2010 MITX Social Influence Applications for Dunkin' Donuts Facebook Brand Page | 2010 MITX Finalist: Branded Content | 2010 Hatch Awards: Social Media
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