Dunkin’ Deal | 2009

Dunkin’ Deal | 2009

If you haven’t already read the original Dunkin’ Deal post, from 2008, that’s a good primer for this entry. Just sayin’.

Working with the Dunkin’ Deal framework over the course of 2008, in which Studiocom invested relatively heavy resources toward solving simple offer-based banners every month. My team and I took this problem and worked with Dunkin’ Donuts to develop technology relationships to enable geo-targeted, day-parted messaging which could be pumped into any paid or owned media (there is a considerable amount of material on this subject in the DD.com post), which allowed us to create agile banners that were programmable by any client-side marketing agent, with a flexible system for selecting artwork from a library and a series of animated “fronts” and tags.

Most importantly, these banners would allow Field Marketing Managers (FMMs) at Dunkin’ to program offers and promotions based on time-sensitive and locally-relevant criteria. Iced Coffee sales slipping in San Antonio? Consider running a 99ยข special in your area complete with local media exposure, on-demand.

Below are some screens that show the storyboards we used to sell in the concept, also available is the presentation that accompanied them. Additionally, you can find a link to an animated prototype of the banner (including dynamic data) that I scripted one night in order to prove that intelligent layouts could be achieved, despite the variety of messaging needs that Dunkin’ FMMs must address.

The first concept we showed. Note the geo-location and modular build of the front and the tag.

This is the other solution that we showed, which ultimately won. The final frames are very similar to the previous concept, but the animation upfront is quicker and punchier.

Round 2, showing a BOGO offer option with the worst-case scenario for copy (preposterously long product names).

Another Round 2 piece, this time with a slightly better copy scenario shown in Frame 4. The copy size dynamically adjusts to the lower character count to maximize the display area.

A storyboard for a different type of offer, and a different product. Artwork can be chosen on-the-fly by the author in the proposed CMS.

Again, new product, new offer type.