By Dunkin’ Donuts, Special for USDR
As football fans welcome a new season, Dunkin’ Donuts is continuing its support of ESPN’s Monday Night Countdown, today announcing a renewed multi-season sponsorship for exclusive rights to Field Pass segments that air during each Monday Night Countdown telecast, which airs at 6:00 pm ET. Dunkin’ Donuts will enhance its involvement, which began in 2011, with #DDFieldPass on-air, digital and social marketing to engage fans with innovative content beginning with the first game of the season through Wild Card weekend. This will include unique #DDFieldPass videos created by viral sensation BdotAdot5, and weekly opportunities to engage with ESPN analysts for an inside look at top football stories. Hill Holliday and Trilia, Dunkin’ Donuts’ creative and media agencies of record, negotiated the sponsorship and developed creative for the campaign.
The #DDFieldPass segment during Monday Night Countdown presents football fans with expert analysis and insider access to trending NFL topics. Monday Night Countdown features host Chris Berman and NFL analysts Cris Carter, Mike Ditka, Tom Jackson,Keyshawn Johnson, Chris Mortensen and NFL Insider Adam Schefter who review Sunday’s games, look ahead to the Monday Night Football matchup and give fans an update on the latest league news. Suzy Kolber, Trent Dilfer, Ray Lewis and Steve Young also contribute to the show from the site of that evening’s Monday night game.
As part of its sponsorship, Dunkin’ Donuts will become the first company to leverage ESPN’s talent on Periscope, as fans will be encouraged via posts on ESPN’s and Dunkin’ Donuts’ social channels to tweet questions and messages related to each Monday Night Football game, using #DDFieldPass. ESPN talent Trent Dilfer, Ray Lewis and Steve Young will answer select questions and comment on messages submitted via the hashtag on Periscope during the game. To extend #DDFieldPass conversation throughout the week, ESPN is also introducing a new video series, “#DDFieldPass,” with Dilfer, Lewis and Young looking ahead at the week in the NFL and providing insider access to trending NFL topics.
Famed NBA impersonator and social media sensation, Brandon Armstrong (@BdotAdot5 on Twitter and Instagram), acclaimed for his popular social content and impressions of NBA players, will create a series of #DDFieldPass videos celebrating excessive celebrations and the fun side of football culture. Each complete BdotAdot5 episode will be distributed across Dunkin’ Donuts’ social channels and promoted during Monday Night Countdown and via ESPN’s Snapchat and ESPN.com.
The relationship with Monday Night Countdown will provide Dunkin’ Donuts with additional advertising opportunities via ESPN’s Facebook and Twitter channels, as well as ESPN.com desktop and mobile. Hill Holliday creative teams will be developing the weekly digital content in concert with BdotAdot5 and ESPN.
According to Scott Hudler, Vice President of Global Consumer Engagement for Dunkin’ Brands, “At Dunkin’ Donuts we pride ourselves on being a brand that stands apart for finding new ways to engage with fans. Continuing our very successful sponsorship with Monday Night Countdown, one of ESPN’s most popular programs, provides us innovative opportunities to leverage mobile and social channels to connect with guests and football fans across the country throughout the season, with engaging content such as original BdotAdot5 videos and special access to ESPN experts.”
About Dunkin’ Donuts
Founded in 1950, Dunkin’ Donuts is America’s favorite all-day, everyday stop for coffee and baked goods. Dunkin’ Donuts is a market leader in the hot regular/decaf/flavored coffee, iced coffee, donut, bagel and muffin categories. Dunkin’ Donuts has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for nine years running. The company has more than 11,400 restaurants in 39 countries worldwide. Based in Canton, Mass., Dunkin’ Donuts is part of the Dunkin’ Brands Group, Inc. (Nasdaq:DNKN) family of companies. For more information, visit www.DunkinDonuts.com.
SOURCE Dunkin’ Donuts