Dunkin Donuts- Free Iced Coffee Day

Dunkin' Donuts Free Iced Coffee Day

As the PR firm of choice for Dunkin Donuts' Florida region, Tilson executed strategic PR efforts around Free Iced Coffee Day  netting significant coverage in markets including Miami-Ft. Lauderdale, Tampa, Orlando, West Palm Beach and Jacksonville.

Challenge
Generate major coverage of Free Iced Coffee Day and maximize a promotional opportunity to drive traffic to Dunkin' Donuts stores throughout Florida.

Strategy
Bounce consumers into Dunkin Donuts stores through strong media outreach efforts that focused on broadcast outlets that target commuters.

Execution
Helping to put Florida on ice was our pleasure. Free iced coffee was enough of an incentive to get people into Dunkin' Donuts stores…but we wanted to kick the whole event up several notches. As the PR firm of choice for the entire Florida market, we created and distributed product drops to key radio personalities in markets that included Miami-Ft. Lauderdale, Tampa, Orlando, West Palm Beach and Jacksonville. Recipients received an Ice Breaker Bucket containing a Dunkin' Donuts shirt, a pound of coffee, coupons, recipes and stick-on tattoos for fun. In addition, since Free Iced Coffee Day was on the first day of spring, we arranged for a free iced coffee sampling van to provide thirsty beachgoers in South Beach and Tampa a perfect pick-me up—served by Cuppy, Dunkin' Donuts iced coffee mascot. What else did we achieve?

In-studio "Cooking with Coffee" segments in Miami and Tampa with former Miami Dolphin (and Florida Dunkin' Donuts franchisee) Keith Sims to boost the image that Dunkin' Donuts coffee is more than just a tasty beverage. Key print placements in The Tampa Tribune, Charlotte Sun-Herald, Florida Today, Scripps News (five Treasure Coast Newspapers), Ocala Star Banner, Daytona Beach Journal News and The Miami Herald.

Key TV placements on WTSP-TV CH 10 (CBS) Tampa/St. Petersburg; WTVT-TV CH 13 (FOX) Tampa/St. Petersburg; WBFS-TV CH 33 (My Network TV) Miami/Ft. Lauderdale; WFOR-TV CH 4 (CBS) Miami/Ft. Lauderdale; WTVJ-TV CH 6 (NBC) Miami/Ft. Lauderdale; WSVN-TV CH 7 (FOX) Miami/Ft. Lauderdale; WKMG-TV CH 6 (CBS) Orlando; WJXX-TV CH 25(ABC) Jacksonville/Brunswick; and WTLV-TV CH 12 (NBC) Jacksonville/Brunswick. Major blasts to calendar editors, lifestyle reporters and business writers ensured full coverage and placements to drive customers into every Florida Dunkin' Donuts.
 

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      Boca Raton, FL 33431

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 561.998.1995

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