“Be excellent at what you do” — one of those six-word parent mantras we hear from the time we are sitting in a pumpkin seat observing the world around us. I truly think that when we are six-months old, we do want to be ‘good’, be ‘great’, be ‘excellent.’
But, that is before we find out that it is just plain ‘hard’ to go the extra mile and work to get an “A”, be first in line, win the blue ribbon, go for the cum laude.
Super marketing ideas, ad campaigns and business plans start out in the same place that non-super ideas, campaigns and plans begin… in a pumpkin seat, if-you-will.
But it takes something special to get raw, undeveloped ideas to a point where they stand out in the pack. Something (or someone) special has to take a ‘little’ idea, think it through, give it life and juice, develop a team, win management buy-in, and turn the little ‘it’ idea into a WOW campaign.
The new Dunkin’ Run promotion has given us just one of those ‘WOW-now-that-is-cool’ moments. http://www.dunkinrun.com/
The bottom line for the Dunkin’ Run concept itself is that we are asked to follow four simple steps to get some steaming hot Dunkin’ Donuts Coffee and chewy, icing-covered donuts for our office friends. Dunkin’ Donuts has come up with an out-of-the-box, fully-integrated marketing campaign encouraging us to Invite, Order, Run, and Enjoy. A fun, colorful, interactive, contemporary, user-friendly theme is pervasive throughout the program’s graphics, website and social media campaign. Dunkin’ Donuts deserves at least a blue ribbon for this marketing concept.
Ideas (and people) can get stuck in a pumpkin seat spot or they can take off and find their own ‘limitless’ future. With inspiration, freedom to be creative, and perhaps some magna cum laude execution, we can each reach one of our own WOW moments.
Please feel free to leave your comments in the space below. I look forward to reading your thoughts.
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What a great campaign, thanks for bringing it to my attention. I have always been a big fan of Dunkin. I like what they have done with this one!
Shannon, the campaign makes me wish I liked coffee. Oh well…. it has been fun watching the campaign energy from the sidelines, nonetheless.
Thanks for visiting the Simply Said blog and for taking the time to make a comment. Much appreciated.
Joanne
Hill Holiday has consistently hit home runs with the Dunkin rebranding over the years. They seem to really understand their target audience, and the proper uses of digital media. Two of my favorite commercials: http://www.youtube.com/watch?v=ShWp1IbRKQE and http://www.youtube.com/watch?v=SP7qmJzW2C4
Thanks, Michael. I just visited your url links with the Dunkin’ Donuts commercials, and had my first morning chuckle of the week. Take care.
Joanne Maly
Michael,
It is a common mistake that Hill Holiday is given credit for digital work considering they are responsible for all the TV and Radio. Dunkin’ has a digital agency called Studiocom that was responsible for the work you are referencing, Hill Holiday was responsible for the TV parts of the program
Thank you for the clarification about the digital agency Studiocom and their creative work for Dunkin’. And thank you too for visiting the Simply Said blog. My best to you.
Joanne