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.

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.

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.

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

Maurice was a solution to create a exciting and fun way for Dunkin' Donuts to engage their fans about their espresso line.

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.

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

There is nothing cooler than using social media to shoot a real water gun at a giant block of ice until a prize melts out and falls to determine the winner.
In 2011, the Mountain Dew Coolatta was promoted to entice Mountain Dew drinkers into Dunkin' stores. We were asked to create a unique, exciting social program, generating interest and engagement, with only a 30-day promotional window and no paid media support to drive awareness.

My idea was to create a social game tied to something that happend in the real world. As ACD and copywriter for the project I worked with the team to figure out how, through a Facebook application, users could control what happened in a live, real-world environment as part of a daily game of chance. A frozen cup of Mountain Dew Coolatta was frozen in the center of a block of ice in the real world and through the app, fans would control a real water gun through social media to free the cup for a chance to win. The apparatus (gun, design, etc), app and streaming video was completely built in-house by Studiocom.

The program garnered over 130,000+ entries in the game, over 44 million Facebook impressions and 8 million PR impressions. Over 80% of users came back to play more than once. All of this was with only social, emails to the Dunkin' database, promotion on DunkinDonuts.com and PR efforts, including an exclusive with Mashable.com.

Awards & Recognition:

2011 MITX Finalist: Consumer Goods| 2011 MITX Finalist: Games and Branded Entertainment | 2011 Hatch Awards: Social Media Merit | 2011 OMMA Finalist: Contests/Promotions/Sweepstakes

In 2010, we helped bring The U.S. Fund for UNICEF's Trick-or-Treat for UNICEF to life in the social and mobile space for its 60th celebration. We were tasked with creating apps for the iPhone/iTouch and Facebook that were fun, functional and educational tools that parents and kids alike could use to participate in the Trick-or-Treat for UNICEF program no matter where they were. The apps were designed with a strategy of giving supporters a simple way to connect to the brand on a frequent basis, to get involved in campaigns, make donations to emergency situations and enjoy edu-tainment.

Both the iPhone and Facebook apps provided a holistic look and feel for the campaign, as well as a long-term solution for the brand, built with sharing and scale in mind.

Penguin Suit Guy
Dunkin' Donuts wanted to promote Iced Coffee in the winter, with positioning of "a refreshing energy boost". We looked to the animal kingdom for inspiraiton. It was clear that penguins have more fun and energy than anyone or anything in the arctic circles. Since we didn't have the CGI budget to create an iced coffee drinking penguin, we did the next best thing--a guy in a penguin suit. Penguin Suit Guy appears in video shorts at unexpected locations (like yoga class and on the slopes) offering free iced coffee and interviewing everyday folks about what they are drinkin' and why. The videos were released on Facebook and Youtube, twice weekly for a month, and with no supporting media buy or seeding,they achieved millions of impressions likes and shares.

Awards & Recognition:

2011 MITX Finalist: Video

With QSRs and other clients looking to online media to help them achieve reach, I've worked on numerous banner ads over the years as ACD and copywriter. Click the image below to go through the banner gallery and see a few of my favorites, some of which had CTRs and enagement levels over industry average.

Awards & Recognition:

2010 Hatch Awards: Rich Media: Dunkin' Donuts - Carve Your Own Pumpkin

DOC OTIS

Moving/Traffic:


STOP & SHOP SUPERMARKETS

Movie Trailer:


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