1. Agency/Client: Ryan Partnership
Objectives: To celebrate Dunkin Donuts 60 year anniversary and showcase the array of flavors and toppings available.
Tactic: Online UGC Contest.
Mechanics: Consumers entered online by selecting their dough, filling and toppings and naming their donut. They then wrote a quick story about the inspiration for their donut creation. A panel of DJA judges screened and judged every entry based on the criteria outlined in the Official Rules to determine 12 finalists. Public voting then helped determine the Grand Prize winner.
Prizes: The Grand Prize winner received $12,000 and their donut was featured as a limited edition donut at Dunkin Donuts locations across the country. The one dozen finalists took home $1,200, a year’s worth of donuts, a Flip Video Camera and a trip for two to the donut bake-off at Dunkin Donuts University.
DJA Services: DJA’s team of judges pre-screened and judged tens of thousands of entries using our proprietary online judging tool.