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 99¢ 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.
All Creative: Max Fresen
