The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi

1. Dunkin’ Donuts
Event and Activation Strategy
By Group 1

2. Overview
• Current promotion campaign
• Brand communication rationale
• Brand positioning
• Brand TA
• Event Strategy
• Activation Strategy

3. Current Promotion
• Currently, Dunkin’ Donuts is promoting its INR 49* price range of
burgers through press and Facebook.
The promotion focuses on the value for money benefit of the low
price range burgers.
• On Facebook, it is also promoting select few donuts on an everyday
basis, like Ugly Strawberry, Goba Gonu, Breakup Party Éclairs, etc.
• DD is also promoting on Facebook the launch of its first outlet in
Kanpur.
* Plus taxes

4. Delhi Times. 21 November 2014, Friday.
Page 5. Half page ad.

5. Current menu look of Dunkin’ Donuts.
(Collected physically from a DD outlet on 20 November 2014, Thursday.)
Menu (front)
Menu (back)

6. On Facebook

7. Brand Communication Rationale
• Dunkin’ Donuts communication is built on ‘Get Your Mojo Back!’.
It is communicating the idea of rejuvenation and refreshment from the stress,
tiredness and pressures of life.
Dunkin’ Donuts communicates itself as a place wherein one can get back his/her
lost charm.
• DD promotes its range of burgers through the idea – ‘taking over control’ and ‘take
out your frustration on the Tough Guy burger’.
While it promotes its range of donuts based on their innovative and unique
combinations.
• On Facebook, DD communicates primarily through visuals of the donuts.
• Its current promotion of its low price range burgers is based on the ‘value for
money’ proposition.

8. Brand Positioning
The quick bite small meal restaurant that adds back the zeal
to your life.

9. Brand TA
• Age: 18 – 35 years
Sex: Unisex
SEC: A1, A2, B1, B2
• DD focuses on the customer who enjoy QSRs and are affluent students
and/or young working professionals – the young adults.
• The TA has a sweet tooth for donuts and is open to trying out new flavors.
• The ideal customer is one who comes with a group of friends and enjoys a
burger, a drink and tops it with a donut – a small meal.
• The ideal customer works in a high pressure and challenging environment
and is in need of a ‘lift-up/pick-up in life’.
• The TA likes the ambience of a restaurant even when out for a small, quick
meal. The ambience should be vibrant, artistic and quirky.

10. Event Strategy
• Objective:
To connect with the TA in an interactive and fun manner while at the same
time seek to build Dunkin’ Donuts as a fun and lively brand.
• TA:
Age: 18 – 26 years
Sex: Unisex
Location: Gurgaon
The TA are loyal customers of Dunkin’ Donuts and are looking for ways to
interact with the brand more.
The TA likes to participate in activities outside their daily routine.
They like to be applauded and appreciated in the public.

11. • Event Description:
Event Name: DD Games
 The one day event will have 2 teams – Team Donut & Team Burger
compete against each other in 3 games. The winning team gets
featured across DD’s Gurgaon outlets and access to DD discounts and
offers.
 Team Donut will be led by a captain voted online by the customers
from an option of - Bavarian Crème Chocolate, Death by Chocolate,
Alive by Chocolate, Chocolate Éclair, Very Very Blueberry & Classic
Glazed.
Similarly, Team Burger will be led by captain voted online by the
customers from an option of – The Brute Tough Guy, The Original
Tough Guy, Classic Mutton & Potato Hash Brown.

12.  Facebook will be used to announce the DD Games and for selection of
the team captains.
 Each team will have 10 other members. These 20 people will be
chosen from the TA. In order to be one of the 20, the TA will have to fill
out a form/register online. At random, these 20 people will be
selected.
The forms will be provided at POS and a micro-site will be created.
 Facebook, print ad, inserts and POS posters, standees will be used to
promote DD Games and call for participating in it.
 The chosen 20 people will be invited along with their friends and
family for the event. Invites will be sent to their address with a hamper
and via email as well.
A generic invite will be issued inviting everyone for DD Games.

13.  The venue for the event will be the UB Atrium, Ambience Mall,
Gurgaon. The event will be preferably conducted on a Friday evening.
 Two people will be dressed as the two team captains.
 At various points, inside and outside the venue, the branding for
Dunkin Donuts and DD Games will be done. Eg: parking signage, sides
of the escalator, floor and walls of the venue area, posters, standees.
 A small stage will be setup. There will be a backdrop present and
standees as well. A banner will be hung from the mall ceiling above
the venue (if possible).

14.  DD Games will have 3 games:
 DD Puzzle
The teams will be required to complete a large size jigsaw puzzle of DD logo. The
puzzle pieces will resemble Dunkin’ burgers and donuts. The fastest team to
complete the logo wins.
 The Catapult
In a given time duration, one team will have to catapult its stuffed toy
donuts/burgers across to its team members, while the other team tries to
intervene and prevent the throw to be completed. The team with the highest
number of successful catapult throws wins.
 Slide Relay
Both the teams will take part in a slide relay race wherein during the slide, they
will have to collect the cardboard donut/burger pieces. There will be negative
marking for collecting the cardboard piece of the opposing team.
 Participants in the event will be handed out a gift hampers. Refreshments
provided to the participants.
While DD giveaways will be kept for the audience which gathers to watch
the games.

15.  The winning teams’ members will be awarded with special DD discounts
and offers. The winning teams’ photo will be posted across Facebook and
across all DD outlets in Gurgaon.
 Event’s Time Layout:
 T – 30: Facebook posts announcing the DD Games
 T – 27: Facebook posts asking people to vote for the 2 team captains
 T – 20: The 2 captains announced on Facebook.
Facebook posts inviting people to take part in the DD Games.
Micro-site is revealed for registrations.
Print ad is issued talking about the DD Games and inviting people to
take part in it. Print ad placed in Gurgaon Times, preferably a half page
ad.
At POS, registration forms are available. Standees and posters are put
up.
Facebook posts featuring the 2 team captains pitching people to join.

16.  T – 12: Newspaper inserts for residential complexes in DLF Phase I, II,
III and some other talking about DD Games and inviting to participate.
 T – 7: The 20 people selected are announced.
 T – 3: Invitations sent to the 20 selected people to come along with
their family and friends. Invites sent through email and to their
addresses.
Generic invite issued through Facebook and newspaper inserts.
Posters at all DD Gurgaon outlets and other places such as Sahara
Mall, JMD Square Mall, South Point Mall, Galleria, Mega Mall, etc.
 T: A small stage set up with a backdrop and standees near the stage.
There are parking signage, walls and floors leading to the venue
having DD Games branding.
A banner is hanged from the ceiling above the venue.

17. • Deliverables:
 Facebook posts

19. Print ad

20. Newspaper Inserts

21. Registration Form & Micro-site registration

22. Personal Invites

23. Jigsaw Puzzle and Stuffed Toys
Puzzle pieces
Stuffed toys

24. Team Captain costumes
Team Burger Captain costume
Team Donut Captain costume

25. Gift Hampers
Giveaway to the audience
for a quick session to
involve the gathered
audience
For the
participants

26. Activation Strategy
• What is the objective?
To connect with the TA in an interactive and fun manner while at the
same time seek to build Dunkin’ Donuts as a fun and lively brand.
• Who are we talking to?
Age: 18 – 24 years
Sex: Unisex
Location: Gurgaon
The TA are loyal customers of Dunkin’ Donuts and are looking for ways to
interact with the brand more.
The TA likes to participate in activities outside their daily routine, are
looking at a break from their monotonous routines.
They like to participate in fun and interactive activities with friends.
They take interest in interactive games and coupons.

27. • Where do we connect with the TA?
Select colleges and markets
Colleges: ITM University, Sushant School of Art and Architecture, Ansal
School of Technology, ILM Institute, Apeejay School of Engineering
Markets: Sector 29, Sector 55, Galleria
• How do we connect with the TA?
 The idea of Dunkin’ on Wheels will be used to reach out to the TA.
 The message will be – ‘we know you cannot come to us always, but
we can come to you to bring your mojo back!’
 A truck will be recreated to make it into a Dunkin’ Donuts outlet.

28.  The truck will be parked at the select areas (in the parking lots or
permission taken to use the grounds).
 Next to the truck, activity centre will be setup for the TA to take part
in.
 The TA can register and take part in these activities. Those who
perform well/win these activities will be given coupons which can be
redeemed on the spot from the Dunkin’ truck.
 The Dunkin’s truck will be parked from 2pm to 6pm near selected
colleges and from 4pm to 8pm at the selected markets. While over the
weekend, the trucks will be at the markets from 2pm to 7pm.
 A total of 3 trucks will be used to cover the selected places in a week’s
time.

29. • How do we engage with the TA?
 To generate maximum participation and engagement, Facebook will be
used to tell the destination stops for Dunkin’ on Wheels.
 The activity site will be setup next to the parked Dunkin’ truck.
 The activity site will be cordoned off from three sides with backdrops.
 2 registration desks will be setup where the TA can register before
taking part in the activities.
 Next to the registration desks, standees will be set-up which will talk
about Dunkin’ on Wheels.
 Volunteers wearing Dunkin’ Donuts t-shirts will distribute flyers to the
TA to come and enjoy Dunkin’ Donuts from the Dunkin’ on Wheels.

30.  There will be 3 activities that will be available for the TA to take part in and win
coupons:
 The Tough Guy Arm-wrestle
A machine will be present with a mechanical arm against which one can arm-wrestle.
There will be different levels – noob, fit and tough guy. Successfully completing the
challenge will earn the winner a coupon as per the difficulty level.
 Dunkin’ Ball
A donut will be set-up at a height from the ground and the participant will have to
throw a burger shaped stuffed toy through the donut hole.
10 successful shots in 30 seconds wins. Depending on the distance, coupons given.
 Dunkin’ Groove
A dance machine will be put where the participant will have to look at the steps
shown on the LED screen and perform them. On the floor, there will be burger and
donut shaped lights. The participant can either step on all donut or burger shaped
lights. Person to complete it in 30 seconds wins.

31.  The winners from these 3 activities will be given coupons which can be redeemed
then and there from the Dunkin’ on Wheels truck.
 One can even attempt to take part in all 3 activities to have his/her entire bill on-
the-house.
 To engage the gathered audience, a host will be present to entertain them,
conduct quick Q&As to give small prizes.
• What is the desired result?
 To earn profit from Dunkin’ on Wheels
 To create a reliable and credible database of young adults which can be tapped
into for future use
 To reach out and connect with the consumers of Dunkin’ Donuts and even those
who haven’t tried it before
 To have Dunkin’ Donuts be seen as a fun and lively brand

32. • Deliverables
 Facebook posts

33. Sample Trucks

34. Standee
Registration Sheet

35. Registration Desks

36. Backdrops

37. Dunkin’ Donuts T-shirts
Flyers
(Front) (Back)

38. The machine for the arm-wrestle challenge.
The machine will be in the Dunkin’ Donuts colors.

39. The donut shaped basketball net to be
used in the Dunkin’ Ball challenge
The burger shaped ball to be used in the
challenge.

40. The Dance Machine
to be used in the Dunkin’
Groove Challenge.
On the floor of the machine,
will be donut and burger
marked areas.
The machine will be in the
Dunkin’ Donuts colors.

41. Thank you.