Dunkin' Donuts Mobile Marketing
Client: Dunkin' Donuts
This "ground-up" build is a 40' stage and awning trailer that provides a place to break for a cup of Dunkin' Donuts' hot or cold coffees.
Sit and chat with friends in the storefront seating area or take the circular stairway to the roof-top tables for the best view of your event.
Ahhh! There’s nothing like that first cup of coffee early in the morning! But in addition to getting us jump started, why exactly do we drink coffee? Is it the taste? Absolutely! And yet, the experience of drinking coffee impacts all of our senses, and subliminally helps us recall some of life’s most special moments. Which is why the 2007 “America Runs on Dunkin’” mobile marketing vehicle created by Spevco, had to allow patrons to create their own unique memory of drinking a premium cup of coffee while sharing a very special moment with old friends and new acquaintances.
Spevco used one of its Rapid Deployment Vehicles to create a brown, pink, yellow and orange confection of “al fresco” coffee-drinking pleasure. The 42’ Rapid Deployment Vehicle offered over 1,000 square feet of mobile point-of-sale and coffee production space. The vehicle was opened in the front to display a gourmet quality retail serving station par none. Customers approached the granite counter from stairs at either end of a stainless steel deck. The deck had matching, contemporary railing, and was covered with a free-standing roof covered with coffee graphics. Guests were greeted by Dunkin’ Donuts representatives who offered cups of the company’s flavored and top grade coffees – donuts were optional.
The representatives also engaged customers in conversations about their favorite coffee memories, and prompted them to visit www.dunkindonuts.com to better understand the simplicity of the company’s coffee concept. Six flavors of coffee and five flavors of tea in small, medium and large, branded merchandise, coffee equipment, gift ideas and apparel. No tall double decaf skinny lattes with extra foam for this company. Just simply the best coffee available on the market today.
Guests were then invited to ascend the spiral staircase at the side of the vehicle to enjoy their coffee at one of five festive tables decked out with bright orange umbrellas sitting atop the vehicle. Guests related sitting on the rooftop deck, which was also encased in a railing draped with brightly branded fabric, to being on a private terrace with the perfect vantage for enjoying lively conversation, event viewing and people watching.
As always, the coffee was exceptional. But it was the experience of drinking the coffee with engaging people at a special venue that created a memory sure to entice each customer to seek out their local Dunkin’ Donuts store to repeat the experience. And speaking of locations, the “America Runs on Dunkin” marketing vehicle premiered at the Newport Folkfest, a festival sponsored by Dunkin Donuts and located near their Boston Headquarters. In this capacity, all proceeds from the sale of coffee were donated to charities, and the vehicle became an icon and meeting place for VIPs and guests attending the festival.
During the remaining ten-month touring schedule, the vehicle circulated to other special venues such as New York City for the purpose of distributing complimentary coffee to local police and firefighters. Additionally, the vehicle traveled to the sites of future Dunkin’ Donut stores as a marketing effort to generate excitement from future customers that would ensure the financial – and experiential – success of each new store.
Coffee brown, sunny orange, yellow and pink. Fabulous coffee. Great conversation. A place to meet friends and create unforgettable memories. No matter the reason, life is just better with a great cup of coffee, and Spevco delivered a brilliantly simple experience that will remain in the minds of coffee drinkers for years to come!